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Author: 


Fischer,  Albert  T. 


Title: 


Window  and  store  display 


Place: 


Garden  City,  N.Y 

Date: 

1922 


MASTER   NEGATIVE   # 


COLUMBIA  UNIVERSITY  LIBRARIES 
PRESERVATION  DIVISION 

BIBLIOGRAPHIC  MICROFORM  TARGET 


ORIGINAL  MATERIAL  AS  FILMED  -    EXISTING  BIBLIOGRAPHIC  RECORD 


Business 

263.3 
F52 


Fischer,  Albert  T.  '' 

Window  and  store  display;  a  handbook  for  advertisers, 
by  A.  T.  Fisclier.  Garden  City,  N.  Y.,  and  Toronto,  Dou- 
bleday,  Page  &  company,  403i-.  1922. 

xiv  p.,  1  1.,  203,  [Ii  p.     front,  (port.)  illus.,  plates,  diagrs.     V^Y"^. 


1.  Advertising.    2.  Salesmen  and  salesmanship.         i.  Title. 


Library  of  Congress 
Copyright    A61783'5 


HF5845.F5 
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21—13069 


RESTRICTIONS  ON  USE: 


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FILMED  BY  PRESERVATION  RESOURCES,  BETHLEHEM,  PA. 


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WINDOW  AND  STORE  DISPLAY 

A  Handbook  for  Advertisers 


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WINDOW  AND  STORE 

DISPLAY 

A  Handbook  for  Advertisers 

BY 

A.  T.  FISCHER 


GARDEN  CITY  NEW  YORK 

DOUBLEDAY,  PAGE  &  COMPANY 

1922 


I* 


COPYRIGHT,  1921,  BT 

DOUBLEDAY,  PAGE  &  COMPANY 

ALL  AIGHTS  RESERVED,  INCLUDING  THAT  OF 

TRANSLATION  INTO  FOREIGN  LANGUAGES, 

INCLUDING  THE  SCANDINAVIAN 


PRINTED  IN  THE  UNITED  STATES 

AT 

THE  COUNTRY  LIFE  PRESS,  GARDEN  CITY,  N.  Y. 


ACKNOWLEDGMENT 

No  one  person  has  written — or  could  write — 
this  book,  since  it  is  the  record  of  experience  of 
many  individuals. 

In  the  task  of  assembling  the  data  from  which 
this  book  was  prepared,  as  well  as  formulating  the 
conclusions  that  have  been  drawn,  also  for 
research  and  editorial  work,  special  mention 
must  be  made  of  C.  W.  Carter,  who  has  worked 
with  me  faithfully  through  many  years  of  hard 
and  trying  experience. 

To  many  others,  including  artists,  plansmen, 
investigators,  and  assistants,  whose  names  crowd 
in  on  me  now,  I  hereby  tender  all  due  acknowl- 
edgment. 


A.  T.  Fischer. 


Cleveland,  Ohio. 


i 


CONTENTS 

CHAPTER  I 

MAKING  A  SCIENCE  OF  DEALER  DISPLAY 

Antiquity  of  Display— Invention  of  Glass  Show  Windows— Origin  of 
Posters— Development  of  American  Advertising — Growlh  of  Trade 
Marks— Influence  of  Agencies  on  Advertising— Rise  of  the  Modern 
Advertising  Campaign— Display  the  Last  Medium  to  Be  Organized. 

CHAPTER  II 

EVOLUTION  OF  DISPLAY  MATERIAL 
"Something"  for  the  Dealer— " Pretty  Pictures,"  Hangers,  etc.— 
Evolution  in  Display  Material— Overdoing  Mere  Bigness— Need  to 
Study  Display   Laws— Old-time  Methods— Hit-and-miss  Manage- 
ment—Scientific Study  Was  Needed. 

CHAPTER  III 

THE  PLACE  OF  DISPLAY  IN  THE  MODERN  ADVERTISING 

CAMPAIGN 

Connecting  Dealer  Essential— Changing  View  of  Advertising- 
Display  a  Sales  Force  in  Itself— Sleeping  Business— Reduce  Burden 
of  Lost  Sales— Danger  from  Impeded  Circulation— Display  Influ- 
ences Consumer— Display  a  New  Growth  Factor— What  Display 
Does  for  Manufacturers— What  Display  Does  for  Sales  Force— 
What  Display  Does  for  the  Public. 

CHAPTER  IV 

APPLYING  CIRCULATION  STANDARDS  TO  WINDOW 

ADVERTISING 

Must  Study  the  Possibilities— Possibilities  of  Space— Possibilities  of 
Circulation — Circulation  Varies  with  Location— Demonstrated  Cir- 
culation Value  of  Dealer  Windows. 

CHAPTER  V 

800,000  RETAIL  WINDOWS— WHAT  THEY  SIGNIFY 

Store  Windows  as  Advertising  "Medium"— Nature  of  the  "Me- 
dium"—Differentiated  from  All  Other  "Mediums"— "Quality 
Circulation" 

vii 


VUl 


CONTENTS 


CHAPTER  VI 

GETTING  THE  WINDOWS 
Old-time    Dealers    "  Cooperated  "—New    Advertising    Problems— 
"Waste  in  Advertising"— Problem  of  Scattered  Distribution— First 
Attempt    to    Systematize    Dealer-Cooperation— First   Attempt  to 
Organize  Data  on  Cooperation — The  Lesson  Learned. 

CHAPTER  VII 

THE  DEALER'S  SIDE  OF  IT 

Manufactm^rs'  Viewpoint— Dealers'  Viewpoint— Few  Dealers  Born 
Merchants — Need  for  Majority  Cooperation — Majority  Receptive — 
Dealer  WiUingness— Help  That  Didn't  Help. 

CHAPTER  VIII 

MOTIVES  WHICH  MOVE  THE  DEALER 
Dealer's   Viewpoint   Final— Why   Displays   Failed— Manufactm^rs 
Make  Mistakes — Buying  to  Throw  Away — Common  Objections  to 
Displays. 

CHAPTER  IX 

MANUFACTURERS  SHOULD  WORK  ON  A  NEW  BASIS 
Too  Selfish  Viewpoint — Mistaking  Size  for  Domination— The  First 
Object   of  Display — Dealers   Not  Antagonistic  to   Manufacturers' 
Displays— Dealer  "Knows  WTiat  He  Sees"— "Circulation"  Which 
Interests  Dealers — ^New  Basis  for  Manufacturer. 

CHAPTER  X 

MISTAKES  OF  THE  PAST— HOW  TO  CORRECT  THEM 
All  Science  a  Slow  Growth — Recent  Development  of  Display  Science 
— Former   Status   of   Display   Among   Advertisers — Checking   Up 
the  Situation — New  Code  of  Display  Practice. 

CHAPTER  XI 

DISTRIBUTION  OF  WINDOW  AND  STORE  DISPLAY 

MATERIAL 
Hit-and-miss  Practice — Not  One  but  Many  Needed— Four  Methods 
of  Cooperation — Adopt  Definite  Plan — Salesman's  Part  in  Plan — 
Not  a  Burden  on  Salesman — Fit  Plan  to  Specific  Needs — Waste 
Through  Ignorance — Call  Display  by  Its  Right  Name. 

CHAPTER  XII 

WHAT  DETERMINES  THE  ''LIFE"  OF  DISPLAY? 
Life  of  Display  Material — Surviving  the  Selling  Season — ^Term  in 
Window — Opportunity  for  Repeat  Showing— Construct  for  Service 
Intended. 


CONTENTS  ix 

CHAPTER  XIII 

COUNTER  SPACE— AND  HOW  TO  COMMAND  IT 

Getting  Leverage  for  Sales— Analysis  of  Counter  Merchandise- 
Clever  Display  Overcomes  Handicaps— Counter  Way  Is  the  Modern 
Way— Theft  Is  Negligible  Factor— Counter  Sales  Are  Quick  Sales 
— Counter  Display  Not  Always  Merchandise  Display. 

CHAPTER  XIV 

HOW  MUCH  DOES  DISPLAY  INCREASE  SALES» 
Specific  Tests  with  Display— In  Drug  Stores— In  Grocery  Stores — 
In  Candy,  Hardware,  Haberdasher  Stores,  etc.— When  Salesman  Co- 
operates—Experience of  Dealers  with  Windows— Merchandise  Sold 
when  Displayed— Manufacturers  Should  Make  Specific  Tests— More 
Business  Procurable — Immediate  Definite  Returns. 

CHAPTER  XV 

THE  FETISH  OF  "SIZE" 

What  Is  "Dominance?"— Physical  EflFect  or  Mental  Effect— Domi- 
nance Is  Extension  of  Impress— Tricking  the  Eye — Color  Con- 
tributes to  Dominance — Restless  Designs— Size  Is  Relative — Brand 
Emphasis  Not  Matter  of  Size — Danger  in  Manufactiu-er's  Viewpoint 
—How  Size  Affects  Use  by  Dealers— Smaller  Material  More  Practical 
in  Most  Cases. 

CHAPTER  XVI 

PICTURES  MAKE  THE  MIND  ACT 
Importance  of  Imagination— Pictures  Stimulate  the  Desired  Reac- 
tion—Study   Motives— Motives    Explained— Complex    Origin    of 
Motives— Importance  of  Emotion— Chance  for  Inhibitions— Reflec- 
tion Retards  Action — Action  on  Impulse. 

CHAPTER  XVII 

ANALYZING  A  PRODUCT  FOR  DISPLAY 
The  "Big  Idea"— Must  Make  Sacrifice— Peculiar  Needs  of  Display- 
Display  Space  Differs  from  Other  Space— Three  Functions  of  Dis- 
play—Established Character  of  Display— Determine  Dominant  Idea 
—The  "Different"  Idea— Simplicity  and  Elimination. 

CHAPTER  XVIII 

THE  ART  SIDE  OF  IT 

Sympathetic  Artist  Essential— Art  vs.  Commerce— Public  the  Real 
Patron  of  Art  To-day— Technique  of  Display  Art 


X  CONTENTS 

CHAPTER  XIX 

VALUE  OF  POSTER  TREATMENT  IN  DEALER  DISPLAY 

Poster  Principles — Secret  of  Poster  Power — Origin  of  Poster — 
European  Posters — Poster  in  America — New  Impetus  to  Advertising 
Art. 

CHAPTER  XX 

COLOR  AS  RELATED  TO  DISPLAY 

Function  of  Color — Need  for  Discrimination — Scientific  Use  of 
Color — Physical  Basis  of  Color — Color  Excites  Feeling — Light  vs. 
Dark  Colors — Suggestion  by  Means  of  Color — Physical  Pull  of 
Color — Relative  Area  a  Factor  in  Color  Effect — Visibility  of  Colors 
— Color  in  Dealer  Display — Quality  in  Display  Not  Dependent  on 
Many  Colors — How  Color  Acts. 

CHAPTER  XXI 

THE  COPY  BURDEN 

The  Copy  Load — Reducing  Copy — Modern  Layouts  Help  Copy — 
Modern  Style  of  Lettering — Compact  Copy  Area — Easy  Reading 
Style. 

CHAPTER  XXII 

CONSTRUCTION    AN    ALL-IMPORTANT    ELEMENT    IN 

SUCCESS  OF  DISPLAYS 

Dealer  Looking  for  New  Ideas — Street  Car  Cards — Meet  Dealer's 
Viewpoint — The  Old-time  Hanger — Show  Cards — Counter  Stands 
— Counter  Containers — Three  Panel  Screens — Value  of  Novel  Con- 
struction— Be  Sure  Novel  Construction  Is  Practical. 


CHAPTER  XXIII 

THE  MODERN  USE  OF  DISPLAY  CONTAINERS 

Limited  to  Certain  Kinds  of  Goods — Obstacle  to  Be  Overcome — 
Goods  Selected  for  Counter — Display  Box  Impractical — What  Is  a 
Display  Container? — Various  Types  Available — Features  to  Consider 
— Merchandising  Value  of  Containers — Sales  Increased  by  Containers 

CHAPTER  XXIV 

IMPORTANCE  OF  THE  SMALL  TOWN  DEALER 

Small-town  Consumers — Most  Towns  Are  Small  Towns — Small- 
town Dealers — "Main  Street  "vs.  Wall  Street — Surprising  Volume — 
Closer  to  Community — Needs  of  Small-town  Dealer — Potency  of 
Displays — "Passersby"  in  Small  Towns — Help  Needed— Selected 
Dealer  or  Mass  of  Dealers? 


CONTENTS 


XL 


CHAPTER  XXV 

HOW  DISPLAYS  MAY  BE  USED  TO  EDUCATE  DEALER 

AND  CLERKS 

Retailer  Unable  to  Remember  Everything — Customer  Knowledge 
vs.  Dealer  Knowledge — Display  Should  Coach  the  Dealer — Keeping 
Track  of  Merchandise  Facts — Utilizing  Display  to  Educate  Dealer. 

CHAPTER  XXVI 

CONTINUITY  IN  PLANNED  DEALER  DISPLAY 

Plan  for  Series  of  Displays — Cumulative  Value  of  Series — Few  Manu- 
facturers Awake  to  Value  of  Series — Dealer  Ready  for  Series — 
Manufacturer  Multiplied  Trade's  Cooperation — Manufacturers  Over- 
look True  Situation — Schedule  Plan  Needed  for  Displays — Practise 
Forethought. 

CHAPTER  XXVII 

PERMANENT  DISPLAY  AT  THE  DEALER'S 

Types  of  Permanent  Signs — Success  in  Use — Coca  Cola — Careful 
Planning  Necessary — Success  of  Small  Signs — Unusual  Advantages — 
Decalcomanias  and  Transparent  Signs — Long  Life — Beauty — Util- 
ity of  Such  Signs — Returns  on  Investment. 

CHAPTER  XXVIII 

DEALER  DISPLAY  AS  A  BUSINESS  FORCE 

Infancy  of  Display  Advertising — Growth  in  Appreciation — Need 
of  Coordination — Special  Week  Campaigns — Economy  of  Store  Dis- 
play Plan — Circulation  Value — Strategic  Value — Dealer  Must  Be 
Considered. 


INTRODUCTION 


Somebody  had  to  write  this  book. 

Advertising  in  all  its  phases,  except  this  one 
phase  of  connecting  it  up,  has  been  studied  and 
presented  in  books  from  every  angle.  But  there 
was  always  this  missing  link. 

Planning  the  Advertising  Campaign  and  arrang- 
ing the  budget  has  seemed  to  include  all  the 
machinery  for  making  retail  customers  for  The 
Advertised  Braxid—except  the  retail  machinery. 

In  fact,  the  recognition  of  Dealer  Display  as  a 
definite  advertising  medium  in  itself  has  come 
only  in  the  past  decade. 

To-day  every  advertising  man  admits  the  need 
for  more  scientific  management  of  Window  and 
Store  Display. 

But—they  ask— how  go  about  it? 

Only  organized  experience  can  build  knowledge. 

This  book  is  an  earnest  effort  to  present  in  a 
readily  understandable  way  the  plain  facts  about 
the  use  of  display  as  an  advertising  medium  as  well 


xm 


XIV 


INTRODUCTION 


as  a  definite  factor  in  selling— facts  based  on  bed- 
rock experience. 

More  than  twelve  years  have  gone  into  the 
building  of  this  experience— twelve  years  of  gather- 
ing and  comparing  statistics. 

The  one  end  in  view  has  been  to  show  as  clearly 
as  possible: 

1.  What  dealers  have  had  in  the  past.     . 

2.  What  they  need.     ... 

3.  How  to  get  it.     .     .     . 

4.  What  better  display  will  do.     .     .     . 

The  book  was  written  in  the  belief  that  it  would 
be  of  practical  and  timely  interest  to  every  ad- 
vertising man  and  every  manufacturer  of  a  trade- 
marked  product  marketed  through  retail  stores, 
as  well  as  have  a  technical  appeal  to  the  advertis- 
ing fraternity. 


WINDOW  AND  STORE  DISPLAY 

A  Handbook  for  Advertisers 


Window  and  Store  Display 

A  Handbook  for  Advertisers 
CHAPTER  I 

MAKING  A  SCIENCE  OF  DEALER  DISPLAY 

WHAT   everybody  knows,  no  one  can 
deny. 
There  is  no  need  to  whip  up  a  froth 
of  argument  on  the  value  of  display  in  retafl 
stores. 

Dealer  display  in  one  form  or  another  is  the 
oldest  of  all  promotion  methods. 

The  display  which  Wanamaker,  Marshall  Field, 
Macy,  and  other  similar  stores  make  in  their 
plate-glass  windows  is  not  a  bit  diflPerent  in  prin- 
ciple from  the  display  which  the  primitive  trades- 
man made  when  he  showed  himself  in  the  market 
place  surrounded  by  his  wares. 

More  art,  more  subtlety,  more  scientific  direc- 
tion,  yes—but  in  purpose  exactly  the  same. 

1 


\ 


Antiquity 
of  Display 


2  WINDOW  AND  STORE  DISPLAY 

The  ruined  walls  of  Pompeii  still  throb  with  the 
commercial  life  of  its  time,  showing  many  in- 
scriptions in  red  and  black  pigment,  designed  to 
attract  the  notice  of  the  public.    Roman  shops 
had    their    sign    emblems,    sometimes    painted, 
but  more  often  in  stone  or  terra-cotta  relief  set  in 
pilasters.    It  was  common  to  see  rows  of  goods 
set  out  in  front  of  shops  in  ancient  Rome,  just  as 
the  small  tradesman  persists  with  his  sidewalk 
display    to    this    day.    Roman    booksellers    dis- 
played actual  show-cards,  bearing  the  names  of 
new  books,  in  their  windows.     Glass  was  unknown 
for  windows,  but  frequently  the  whole  shop  front 
opened  out  to  the  public— a  practice  still  common 
throughout  the  Orient. 

Artist-craftsmen  were  early  employed  to  make 
pictures  of  commodities  as  signs  for  shopkeepers, 
or  emblematic  figures  outside  shop  doors.  Com- 
ing to  the  Middle  Ages  it  is  said  that  many  of  the 
"old  masters'"  fruit  or  fish  subjects  were  actually 
intended  for  shop  signs.  The  public  was  illiterate. 
It  could  only  be  appealed  to  by  display  of  the 
actual  commodities  or  suggestive  emblems  or 
pictures.  Symbols  typical  of  a  given  trade, 
such  as  a  hand  for  a  glove-maker,  a  boot  for  a 


SCIENCE  OF  DEALER  DISPLAY 


8 


i 


bootmaker,  the  red-and-white  twined  pole  for  the 
barber-and-blood-letter  were  in  common  use  in 
the  14th  century  and  have  persisted  down  to  our 
own  day. 

Glass  for  window  use  dates  from  about  the 
middle  of  the  15th  century,  the  invention  of 
printing  came  in  1454.  These  two  were  destined 
to  revolutionize  the  business  of  marketing  com- 
modities— ^but  the  glass  shop  window  was  the  first 
to  be  recognized  as  a  trade  builder.  Those  old 
16th  and  17th  century  shopkeepers  may  not 
have  known  how  to  read  or  write  (except  for 
figure  calculations)  but  they  were  intensive  mer- 
chandisers and  knew  the  great  psychological 
law  of  to-day — "The  public  buys  what  it  sees." 

Before  the  great  fire  of  London  (1666)  the 
streets  were  protected  with  hand  rails  for  pe- 
destrians, and  placards  or  handbills  were  often  stuck 
u^  on  these  rails  and  posts  and  came  to  be  known 
as  "posters." 

Printing  was  not  resorted  to  for  trade  promo- 
tion until  long  after  it  had  been  invented. 

All  are  familiar  with  the  quaint  newspaper 
"cards"  and  announcements  of  tea,  coffee,  medi- 
cine, or  the  latest  book,  appearing  in  the  17th 


Invention 
of  Glass 
Show 
Windows 


Origin  of 
Posters 


Develop- 
ment of 
American 
Advertising 


i, 


Growth  of 

Trade 

Marks 


4  WINDOW  AND  STORE  DISPLAY 

century  in  England.  In  America  the  similar 
newspaper  announcements  of  new  importations 
of  goods  likely  to  appeal  to  the  Colonial  house- 
holder and  his  dame,  undoubtedly  marked  the 
beginning  of  advertising  through  the  printed 
message.  /The  200  newspapers  in  the  United 
States  at  the  end  of  the  Revolution  had  grown  to 
some  2,700  papers  at  the  close  of  the  Civil  War. 
But  the  art  of  advertising  as  we  have  it  to-day 
did  not  originate  with  newspapers,  it  arose  from 
the  needs  of  the  manufacturers,  who  in  the  rapirf 
development  of  the  factory  system  in  the  last 
half  of  the  19th  century  found  themselves  face 
to  face  with  a  brand-new  problem  in  the  history 
of  the  world— the  increase  of  production  beyond 
the  bare  economic  necessities  of  the  population 
and  the  need  to  fight  individually  for  the  largest 
possible  share  of  any  given  market. 

The  problems  of  production  were  paramount 
until  the  close  of  the  19th  century.  Dating  from 
about  1890  there  commenced  that  enormous  in- 
crease in  trade-marked  merchandise  which  by 
1899,  according  to  Census  figures,  was  paying 
nearly  $96,000,000  for  advertising  in  the  news- 
papers and  periodicals  of  this  country— a  sum 


I 


SCIENCE  OF  DEALER  DISPLAY  I 

which  in  five  years  had  jumped  to  nearer 
$146,000,000  and  in  ten  years  from  1899,  namely 
in  1909,  had  more  than  doubled,  reaching 
$202,533,245.*  Meanwhile,  the  nation's  wealth 
was  increasing  rapidly,  more  than  doubling  it- 
self between  1900  ($89,000,000,000)  and  1912 
($188,000,000,000).  There  was  more  money  to 
spend — and  more  spenders.  But  there  were 
more  manufacturers  contending  for  the  market. 

Advertising  had  already  come  to  be  the  mainstay 
of  the  American  publication  (this  $202,533,245 
being  estimated  as  60  per  cent,  of  the  total  revenue 
of  the  publications  in  1909). 

Every  advertising  man  knows  the  story  of  the 
rise  of  the  advertising  agencies  as  related  in  the 
naive  record  of  Geo.  R.  Rowell,  the  founder  of 
Printers*  Ink,  in  his  "Forty  Years  An  Advertising 
Agent."  The  agencies  did  what  the  individual 
trade-mark  advertiser  never  could  have  accom- 
plished— they  whipped  the  publications  into  a  imi- 
form,  dependable  tool  for  advertising,  ironing  out 
the  whimsical  inconsistencies  of  rates,  succeeding 

•Whereas  in  1870  there  had  been  only  486  trade  marks  registered  in  the  United 
States,  in  the  years  from  1906  to  1913  there  were  added  85,792  trade  marks,  or  an 
average  of  5,000  new  marks  every  year.  In  1919  alone,  more  than  12,000  applications 
were  filed. 


Influence  of 
Agencies  on 
Advertising 


lUiitiMXiC'j ■ 


Rise   of  the 
Modem 
Advertising 
Campaign 


6  WINDOW  AND  STORE  DISPLAY 

first  with  the  magazines  and  only  very  recently 
with  the  newspapers,  threshing  out  the  problems 
of  so-called  circulations  until  these,  too,  became 
dependable  commodities,  putting  the  whole  thing 
on  a  practical  basis  for  discussion,  a  proposition 
which  could  be  presented  by  one  business  man  to 

another. 

The  advertismg  agencies  of  America  were  the 
first  to  systematize  Space  as  a  commodity  and 
place  it  on  the  market.  They  made  it  possible  for 
advertisers  to  buy  a  definite  unit  of  space,  with  a 
definite  circulation  value,  for  a  definite  price.  One 
must  never  forget  out  of  what  a  chaotic  jumble  of 
mismanagement,  inconsistencies,  and  irregulari- 
ties the  American  Advertising  Agencies  produced 
a  dependable   working   machine  for  trade-mark 

promotion. 

Hence  rose  out  of  promiscuous  advertising  the 
formal  promotion  method— i.e.,  the  Modem 
Advertising  Campaign. 

One  of  the  fundamentals  of  any  campaign  is 
the  fitting  of  parts  to  the  whole— i.e.,  team  work. 

Out  of  team  work  grew  the  systematizmg  of 
auxihary  methods  of  trade-mark  promotion— the 
use  of  space  in  other  circulatory  systems,  such  as 


SCIENCE  OF  DEALER  DISPLAY  7 

street  cars,  billboards,  dead  walls,  fence  signs,  etc., 
all  of  which  have  come  to  be  more  or  less  organized. 

To-day  each  of  these  is  recognized  as  a  true 
medium  with  its  own  characteristic  advantages 
and  disadvantages.  Each  has  its  place  in  promo- 
tion and  can  be  lined  up  for  a  definite  part  m  the 
Advertising  Campaign. 

Window  and  Store  Display,  on  the  other  hand, 
is  the  last  to  become  organized  and  put  on  a  really 
scientific  basis. 

Since  1914  advertisers  have  recognized  more 
than  ever  before  the  need  of  definite  linking  up 
and  rounding  out  of  the  campaign  by  means  of 
properly  planned  dealer  display. 

Magazines  and  newspapers  charge  for  space  ac- 
cording to  circulation. 

In  dealer  display,  on  the  other  hand,  space  is 
free— and  circulation  greater  as  well  as  more  selec- 
tive. 


Display  the 
Last 
Medium 
to  Be 
Organized 


ii 


tmi 


4 


"Some- 
thing" for 
the   Dealer 


CHAPTER  n 

EVOLUTION  OF  DISPLAY  MATERIAL 

THE  oldest,  most  natural  medium  for  ad- 
vertising is  of  course  the  space  in  the 
dealer's   own    window   and    store — right 
where  the  goods  are  for  sale. 

In  the  Great  American  Patent  Medicine  Era  of 
Advertising,  right  after  the  Civil  War,  the  need  of 
"something  for  the  dealer"  was  shrewdly  sensed, 
but  in  the  absence  of  real  knowledge  of  the  sub- 
ject, this  "something"  was  usually  some  small 
picture  card  for  the  dealer  to  hand  out.  It  was 
usually  just  a  picture — any  picture  from  a  blue 
satin  slipper  full  of  pink  roses  to  a  little  girl  playing 
with  her  kitten;  or  a  noncommittal  landscape — 
and  invariably  crudely  printed  on  a  handpress. 
Every  child  in  those  days  possessed  a  "scrap  book" 
in  which  were  pasted  the  "pretty  pictures"  col- 
lected at  the  local  stores  or  bestowed  by  grown-up 
shoppers.  Any  man  or  woman  who  will  own  up  to 
forty-odd  years  can  doubtless  recall  such  a  scrap 


EVOLUTION  OF  DISPLAY  MATERIAL 


book  and  visualize  even  now  some  particular 
"pretty  picture"  that  was  the  pride  of  the  collec- 
tion— but  who  can  remember  the  names  imprinted 
on  the  pretty  cards  and  products  they  were  sup- 
posed to  advertise? 

The  next  step  in  "something  for  the  dealer" 
was  a  card  on  a  larger  scale,  lithographed  and  with 
the  compliments  of  the  advertiser  elaborately 
enscrolled  on  the  face  of  the  picture.  But  practi- 
cally always  this,  too,  was  just  another  "pretty  pic- 
ture," on  a  large  scale. 

Punched  with  a  hole  and  a  string  run  through 
it,  this  "pretty  picture"  became  a  "hanger" — 
dear  to  the  hearts  of  advertisers  making  their 
first  struggling  effort  to  enlist  the  good  graces  of 
the  dealer  and  excite  his  cooperation  to  the  point 
of  "store  display." 

This  "hanger,"  or  rather  its  descendant,  a 
veritable  chip  off  the  old  block,  we  have  with  us 
to-day. 

But  there  are  other  descendants,  luckily ! 

Evolution,  that  practical  Efficiency  Law  of  the 
Universe,  has  done  its  work.  Origination  has 
been  rewarded  by  the  law  of  selection  and  survival 
of  the  fittest,  in  dealer  display  as  elsewhere.     From 


"Pretty 
Pictures," 
Hangers, 
etc. 


Evolution  in 

Display 

Material 


10 


WINDOW  AND  STORE  DISPLAY 


Overdoing 

Mere 

Bigness 


the  specific  show  card,  dealer  display  has  progressed 
through  various  stages — from  the  joining  of  two 
or  more  flat  cards  or  panels  to  form  a  screen,  to 
the  novel  and  often  highly  ingenious  "cut-out" 
usually  built  in  two  or  more  planes  to  lend  interest 
and  attraction. 

The  will  to  do — so  far  as  the  advertiser  was 
concerned — has  been  the  will  to  outdo,  and  with 
the  increase  in  attention  to  advertising,  there  has 
grown  a  corresponding  increase  in  attention  to 
material  for  the  use  of  the  dealer — but  the  ten- 
dency until  very  recent  years  has  been  to  strive  for 
something  not  better  but  bigger  than  the  other 
fellow. 

Some  advertisers,  in  other  words,  have  tried  to 
apply  to  dealer  display  the  principles  of  dominance 
which  apply  to  other  advertising  space — they 
have  made  the  mistake  of  playing  "brute  force 
'publicity'^  as  the  trump  card  of  the  pack  in  Ad- 
vertising. Maybe  it  is  in  many  mediums — but 
the  first  thing  to  learn  about  dealer  display  is  that 
the  space  is  yours  only  conditionally — and  you 
must  learn  how  to  "speak  for  it"  nicely. 

The  noisy,  flashy,  boisterous,  unwieldy  display 
doesn't  get  the  tidbit  of  space  so  long  as  the  dealer 


III 


EVOLUTION  OF  DISPLAY  MATERIAL      11 


is  managing  the  business.  Your  display  must  in- 
gratiate itself  by  its  own  good  manners  to  get  the 
dealer's  window. 

The  oldest,  best  proved,  most  productive 
medium  for  advertising,  has  its  own  special  laws 
which  must  be  studied  before  it  can  be  utilized 
successfully. 

The  force  of  this  fact  first  came  home  to  the 
advertising  world  about  a  decade  ago.  Practically 
no  attempt  had  been  made  up  to  that  time  to 
study  the  advertising  value  of  dealer  display  and 
still  less  to  systematize  it — as  has  been  done  for 
publication  mediums. 

Those  engaged  in  the  production  of  such  dis- 
plays— lithographers  and  poster  printers  for  the 
most  part — confined  themselves  to  the  work  of 
reproducing  trade  marks  or  name  signs,  the 
manufacturer  himself  furnishing  specifications. 
Or,  where  the  manufacturer  did  not  furnish  the 
design,  the  only  creative  effort  took  the  form  of 
elaborate  ornament,  scrolls,  filigrees,  etc.,  in  a 
manner  borrowed  from  the  customary  "label 
designing"  of  the  day,  which  is  happily  now  almost 
obsolete. 

These  signs — for  such  they  were  rather  than  dis- 


Need  to 
Study 
Display 
Laws 


Old-time 
Methods 


Hit-and- 
miss  Man- 
agement 


Scientific 
Study  Was 
Needed 


12  WINDOW  AND  STORE  DISPLAY 

plays^were  practically  always  flat  cards  or  sheets, 
the  artist  simply  concerning  himself  with  one 
thmg— to  get  the  design  in  a  square  or  rectangular 
space  of  given  dimensions.  The  manufacturer,  for 
his  part,  passed  these  through  as  "okay"  if  they 
faithfully  "followed  copy"  and  happened  to  strike 
his  personal  taste.  Apparently  nobody  troubled 
to  consider  what  the  dealer's  attitude  might  be. 

Before  1910  it  is  safe  to  say  that  no  manufacturer 
bothered  to  see  whether  such  material  was  satis- 
factory and  successful  in  operation.  Manufactur- 
ers did  not  know  whether  the  material  they  had 
purchased  was  successful  or  not. 

They  did  not  know  how  many  of  their  signs  ever 
actually  reached  their  own  dealers. 

They  did  not  know  how  many  dealers  liked  and 
used  the  displays  or  how  many  did  not  like  them 
and  threw  them  away. 

They  did  not  know  what  really  became  of  the 
material. 

Manufacturers  simply  did  not  know— ten  years 
ago. 

Scientific  management  was  a  new  term  in  those 
days— and  certainly  no  one  had  thought  to  apply 
it  to  dealer  display! 


EVOLUTION  OF  DISPLAY  MATERIAL      13 

Any  science  presupposes  research  and  original 
investigation — and  nobody  had  felt  that  there  was 
really  enough  at  stake  individually  to  investigate 
this  oldest  of  all  advertising  mediums! 

There  was  simply  nothing  tangible  about  it. 

There  was  no  systematic  knowledge  in  books 
or  in  office  files  on  this  subject.  There  were  con- 
victions a-plenty;  and  notions — ^but  they  were 
either  hazy  or  broad  generalities. 

Seemingly,  every  man  had  a  right  to  his  opinion, 
based  on  his  own  "experience,"  but  not  one  had 
teachable  or  provable  experience  that  he  could 
pass  on  to  another,  because — 

There  was  absolutely  no  daia. 


If 


Connectmg 

Dealer 

Essential 


CHAPTER  III 

THE  PLACE  OF  DISPLAY  IN  THE  MODERN  ADVERTISING 

CAMPAIGN 

THE  Modem  Advertising  Campaign  is  an 
evolution.     Two  decades  have  revolution- 
ized marketing  methods  in  this  country. 
Plans  which  in  their  day  brought  full  measure 
of  success  for  the  advertiser  will  not  suffice  to 
launch  the  New  Brand  of  to-day. 

For  any  branded  product  sold  through  retail 
stores,  it  is  now  an  admitted  fact  that  the  ad- 
vertising back  of  it  loses  much  of  its  force  unless 
the  interest  of  the  dealer  is  secured. 

Selling  is  a  compelling,  or  controlling,  act.  The 
more  you  leave  open  to  chance  the  less  you  exercise 
your  controlling  function.  In  a  modern  adver- 
tising campaign,  the  value  of  the  investment 
can  be  secured  only  when  the  consumer  has  identi- 
fied the  advertised  product  at  the  dealer's  store. 

Not  to  connect  up  the  dealer  with  the  whole 
selling  program  makes  it  hard  for  the  consumer 

14 


DISPLAY  IN  ADVERTISING  CAMPAIGN    15 


to  make  the  identification  either  of  Brand  or 
Dealer.    It  leaves  a  vital  factor  open  to  chance. 

This  weakens  the  entire  advertising  campaign, 
whatever  its  other  mediums. 

The  old  theory  of  consumer  demand  was  based 
on  the  principle  that  the  advertising  haunted  the 
consumer's  mind  because  of  the  vision  of  additional 
satisfaction.  But  with  the  multiplying  of  compet- 
ing brands  and  the  mutual  competition  of  vigorous 
advertising,  it  has  become  harder  every  year  to  get 
hold  of  the  consumer  mind!  More  and  more 
advertisers  have  come  to  believe  that  however 
vivid  the  imagination  and  fireside  musings  of  the 
reader  of  the  advertisement,  it  is  necessary  to  take 
the  dealer  into  account  and  confront  the  customer 
at  the  store  with  some  display  which  will  either 
remind  vividly  or  conjure  up  a  brand-new  picture. 

All  your  preparation  of  advertising  and  force 
of  argument  or  reminder  at  the  point  of  the  sale 
are  simply  for  the  purpose  of  registering  that  pic- 
ture in  the  consumer's  mind.  She  buys  because 
of  what  she  thinks,  as  a  result  of  what  you  suggest, 
at  the  dealer's,  tying  up  with  your  other  adver- 
tising. 
Make  no  mistake  about  this!    Sales  depend  on 


Changing 
View  of 
Advertising 


Display  a 
Sales  Force 
in  Itself 


Sleeping 
Business 


16  WINDOW  AND  STORE  DISPLAY 

picturization,  howsoever  that  may  be  accom- 
plished. And  the  shortest  possible  distance  be- 
tween mentaJ  picture  (desire)  and  motor  act  (sale) 
is  where  cash  and  commodity  actually  change 
hands. 

Thus,  display  at  the  dealer's  store  does,  of  itself, 
by  its  very  nature  and  independent  of  any  other 
sales  effort,  stimulate  demand  for  a  product.  This 
is  an  elementary  fact. 

Display— in  other  words— -can  he  used  as  a  simple 
and  complete-in-itself  method  of  marketing  a  given 
product,  via  retail  stores,  independent  of  all  other 
methods  of  promotion. 

Somebody  has  used  the  expression  "sleeping 
business"  i.  e.,— the  business  which  is  waiting  to 
be  stirred  up  for  any  commodity,  in  any  market. 

Any  man  will  agree  that  for  any  merchant  to  sit 
down  and  wait  for  the  customer  to  make  the 
demand  is  to  miss  untold  possibihties.  The  pub- 
lic requires  prodding,  not  only  to  create  in  it  new 
wants,  but  actually  to  induce  it  to  buy  the  goods 
which  it  frankly  needs.  The  dealer  selects  his 
stock  with  a  view  to  these  possible  wants  and 
actual  needs,  in  addition  to  those  for  which  he 
estimates  a  direct  demand.    But  having  gathered 


DISPLAY  IN  ADVERTISING  CAMPAIGN    17 


his  stock,  wouldn't  he  be  foolish  to  fail  to  use  his 
store  windows  and  counters  to  show  what  he  has 

for  sale? 

Any  national  advertiser  or  any  user  of  general 
publicity  who  does  not  provide  for  connecting  up 
with  the  place  where  the  goods  are  for  sale  is  over- 
looking a  large  share  of  possible  sales. 

He  is  deliberately  turning  his  back  on  "  sleep- 
ing business." 

Entirely  apart  from  the  nature  of  the  goods,  if 
the  manufacturer  is  assuming  to  market  them  by 
means  of  advertising,  he  must,  to  get  the  full  force 
of  the  advertising,  find  some  way  of  connecting 
up  with  the  dealer. 

Only  thus  can  he  reduce  the  burden  of  lost 
sales — an  unnecessary  tax  on  any  business. 

Advertising  is  literally  a  matter  of  "circulation" 
in  that  the  message  of  the  manufacturer  must 
circulate  from  beginning  to  end  of  the  course.  The 
message  must  travel  the  complete  Route  of  the 
Sale  from  the  manufacturer  to  the  consumer.  If 
any  vital  factor  to  the  sale  is  overlooked  this 
"circulation"  is  impeded,  and  impeded  circulation 
stunts  development. 

The  advertiser  who  fails  to  pump  his  advertising 


Reduce 
Burden  of 
Lost  Sales 


Danger  from 

Impeded 

Circulation 


18 


WINDOW  AND  STORE  DISPLAY 


Display 

Influences 

Consumer 


throughout  the  complete  channel  of  distribution 
is  deliberately  impeding  natural  circulation. 

No  matter  what  else  you  do  to  advertise,  you 
are  not  doing  enough  if  you  are  not  tying  the 
message  up  with  the  specific  dealer;  in  some  way 
making  him  an  integral  part  of  your  sales  plan — 
not  only  to  get  the  full  possibilities  of  "consumer 
demand"  as  the  logical  points  of  your  general 
publicity— but  those  untold  other  possibilities 
which  fall  in  the  class  of  business  waiting  to  be 
awakened. 

Briefly  stated,  the  reasons  the  manufacturer 
should  connect  the  dealer's  store  with  his  general 
publicity  are  as  follows: 

1.  Store  display  arouses  sleeping  desires,  adds 
business  otherwise  absolutely  non-existent. 

2.  Store  display  advertising  of  whatever  descrip- 
tion increases  consumer  response  to  all  other 
advertising,  because  of  specific  reminder. 

General  Publicity  Creates  Thought— While  Dealer 
Display  on  the  Spot  Where  Cash  and  Commodity 
Change  Hands,  Creates  Action. 

It  is  only  when  you  have  uncoiled  the  great 
springs  of  action  that  you  discover  how  potent  a 


DISPLAY  IN  ADVERTISING  CAMPAIGN    19 


thing  thought  is.  As  Wrigley  says,  there  is  no 
such  thing  as  "saturation  point,"  in  a  modernly 
advertised  and  completely  organized  business. 
This  fallacy  of  "saturation"  was  demonstrated 
by  the  gum  manufacturers,  since  the  "limits" 
they  set  ten  years  ago  have  been  exceeded 
ten  times  over!  And  look  at  the  automobile 
business.  If  anybody  had  told  you  ten  years 
ago  that  every  Tom,  Dick,  and  Harry  is  an  auto 
prospect  would  you  have  believed  it.?  Frankly, 
No. 

Isn't  this  what  Herbert  Hoover  meant  when  he 
laughed  at  the  idea  of  this  country  ever  suffering 
from  "over-production?" 

The  sad  truth  is,  we  all  discount  our  real  pos- 
sibilities. We  say  advertising  is  a  modern  miracle 
that  makes  the  desert  blossom  like  the  rose — but 
we  nip  off  all  the  buds  and  young  shoots  and  try 
to  confine  our  responsibility  to  just  the  main 
trunk  of  Advertising,  the  big  general  publicity 
campaign — and  leave  all  the  sprouts,  the  new 
growth  part  of  the  business,  to  the  local  dealer — 
unheeding  whether  it  flourishes  or  dies. 

Dealer  display  has  an  important  place  in  the 
modern    advertising    campaign.    It    should    be 


Display  a 
New- 
growth 
Factor 


20 


WINDOW  AND  STORE  DISPLAY 


What 
Display 
Does  for 
Dealers 


What 
Display 
Does  for 
Manufac- 
turers 


considered  as  an  integral  factor  in  the  method  of 
marketing  the  Special  Brands. 

It  helps  the  dealer,  helps  the  consumer  as  well 
as  the  Advertiser  himself.  Display  answers  the 
question  from  the  dealer,  "WTiere  do  I  come  in 
on  your  advertising.?^ "  and  furnishes  a  ready- 
made  localized  individual  sales  plan. 

Dealer  display  helps  make  better  merchants  of 
storekeepers  who  are  not  born  merchandisers. 
It  helps  pay  the  rent  of  high-priced  desirable 
locations.  It  makes  the  most  of  those  less  de- 
siralJe  locations.  It  converts  "uninterested** 
prospects  into  interested  customers,  makes 
passers-in  of  the  ordinary  passersby. 

Display  increases  movement  of  goods,  speeds 
up  the  turnover,  makes  possible  the  buying  in 
larger  quantities,  and  makes  profitable  the  han- 
dling of  goods  which  offer  small  margin  or  individual 
sales.  It  saves  personal  sales  effort  for  dealers, 
or  guides  the  argument  where  they  wish  to  push 

the  sale. 

For  the  national  advertiser,  display  offers  the 
connecting  link  between  all  the  preparatory  work 
of  selling  and  the  actual  closing  of  the  sale.  Dis- 
play at  the  dealer's  safeguards  returns  from  the 


DISPLAY  IN  ADVERTISING  CAMPAIGN    21 


EDUCATION 

DEALEI^ 

AfMO 

.CLEK2IC 


5AL&5 
DOLLAI^ 


^DDinonAT 

AI^GUMENT 

FOR 

SALES 
■ORCI 


^VEBTISmO' 

BIGHT 

WHEeC  TUE 

GOOD5 


WHAT 

^ADVEeriSEB' 

GETJ*  '^gpM 

PBOPEBLY- 

PLAhMED 
DIvSPLAy. 

MATEBIAL 


MEW^ 

SALES 

WITMOUT 

OTHER 

IDYEQTISING. 


BEDUCCD 
IJUBSTITUTIOnj 


TUI^MOVEB^ 

FOB, 

DEALEI2 


ale: 

F-ora. 


CHART   SHOWING  FUNCTION   OF  DISPLAY  IN  ADVERTISING 

CAMPAIGN 


What 
Display 
Does  for 
Sales  Force 


What 
Display 
Does  for 
the  PubUc 


22  WINDOW  AND  STORE  DISPLAY 

advertising  investment,  increases  actual  results, 
prevents  loss  from  missed  sales,  insures  reminder 
at  the  opportune  time  for  buying.  It  reflects 
and  also  extends  the  advertising  in  all  other 
mediums,  contributing  actual  new  publicity  as 
well  as  deciding  unsettled  sales. 

It  strengthens  the  salesman's  sales  proposition 
with  the  trade,  makes  it  easier  to  engage  a  pros- 
pect's attention,  and  cuts  down  selling  time. 
It  answers  the  house  salesman's  oft-put  question 
how  best  to  use  the  house  advertising  for  his  own 
order-book. 

Also  for  the  consumer.  Display  answers  the 
question  on  which  hinges  most  mischance  in 
general  publicity  ad vertising— namely :  WTiere  can 
I  get  it.?  Moreover,  Display  is  the  best  method 
yet  found  for  cutting  down  the  dangerous  interim 
between  interest  and  action  consummating  in 
actual  exchange  of  consumer  coin. 


I 


CHAPTER  IV 

APPLYING  CIRCULATION  STANDARDS  TO  WINDOW 

ADVERTISING 

WE  ALL  know  how  it  was  with  the  News- 
papers as  a  medium— they  did  not  arise 
full  fledged  as  a  waiting  tool  for  the  Ad- 
vertiser. They  existed  primarily  for  another  pur- 
pose. Somebody  had  to  see  beyond  that  purpose 
additional  possibilities,  then  patiently  dig  out  the 
facts  and  finally  remold  this  scattered,  hetero- 
geneous, unwieldy  medium  into  a  single  tool  of 
definite  usefulness  for  advertising. 

It  was  the  same  way  with  the  Magazines— - 
before  circulations  reached  a  national  scale. 
The  possibilities  were  there  all  the  time.  It 
only  remained  to  develop  and  utilize  them. 

Primarily,  the  windows  of  a  retail  store  exist  for 
the  benefit  of  that  dealer,  not  the  manufacturer. 

But  that  does  not  prevent  the  manufacturer 
from  seeing  the  latent  possibilities— and  using 
them  for  his  own  purpose,  if  he  can  do  it. 

23 


Must 
Study  the 
Possibilities 


Possibilities 
of  Space 


Possibilities 

of 

Circulation 


Circulation 
Varies  with 
Location 


24  WINDOW  AND  STORE  DISPLAY 

The  factors  which  make  retail  windows  a 
valuable  medium  of  Advertising  are — Space  and 
Circulation,  the  same  as  with  other  mediums. 

The  space  alone  in  retail  store  windows  covers 
more  than  33,000,000  square  feet.  It  is  choice 
as  to  location,  in  the  sense  that  it  is  always 
on  the  line  of  traflSc  for  that  community  and  fully 
protected.  It  is  yours  for  the  asking.  There 
is  a  way  to  get  it  if  you  fit  your  proposition  to  the 
dealer. 

And  consider  Circulation! 

Circulation — as  applied  to  Window  Display — 
has  solely  to  do  with  Location. 

There  are  two  sides  to  Circulation  as  the  Ad- 
vertiser views  it — Quality  and  Mass. 

The  greater  of  these  is  Mass — or  volume. 
The  point  which  Advertisers  up  to  now  have 
failed  to  realize  is  that  Window  Display  Circula- 
tion is  not  purely  theoretical — it  has  a  demonstra- 
ble quantity. 

It  can  be  audited  like  any  other  circulation. 

You  can  pick  out  any  store  and  by  ticking  off 

pedestrians  as  they  pass  by  during  the  business 

hours  of  the  day  know  the  total  number  of  possible 

customers  there  existed  on  that  day  for  that  dealer. 


WINDOW  DISPLAY  CIRCULATION 

You  can  pick  out  any  store  and  by  ticking  off 
pedestrians  as  they  pass  by  during  the  business 
hours  of  the  day  know  the  total  number  of  possible 
customers  there  existed  on  that  day  for  that  dealer. 

Then  by  duplicating  the  same  list  on  different 
kinds  of  days,— covering  weather,  season,  local 
shopping  habits  and  similar  conditions—you  can 
quickly  strike  your  averages  and  estimate  the  total 
for  any  specific  period. 


AVERA(5E  PAS5CR5  BY 

PER  HOUR  372 
PER  DAir-(12  HKS.)-4,464 


THE    CIRCULATION    VALUE    OF   A    WINDOW    DEPENDS 

ON    ITS    LOCATION 


24 


Possibilities 
of  Space 


Possibilities 

of 

Circulation 


Circulation 
Varies  with 
Location 


WINDOW  AND  STORE  DISPLAY 


The  factors  which  make  retail  windows  a 
valuable  medium  of  Advertising  are — Space  and 
Circulation,  the  same  as  with  other  mediums. 

The  space  alone  in  retail  store  windows  covers 
more  than  33,000,000  square  feet.  It  is  choice 
as  to  location,  in  the  sense  that  it  is  always 
on  the  line  of  traffic  for  that  comnmnity  and  fully 
protected.  It  is  yours  for  the  asking.  There 
is  a  way  to  get  it  if  you  fit  your  proposition  to  the 
dealer. 

And  consider  Circulation! 

Circulation — as  applied  to  Window  Display — 
has  solely  to  do  with  Location. 

There  are  two  sides  to  Circulation  as  the  Ad- 
vertiser views  it — Quality  and  Mass. 

The  greater  of  these  is  Mass — or  volume. 

The  point  which  Advertisers  up  to  now  have 
failed  to  realize  is  that  Window  Display  Circula- 
tion is  not  purely  theoretical — it  has  a  demonstra- 
ble quantity. 

It  can  be  audited  like  any  other  circulation. 

You  can  pick  out  any  store  and  by  ticking  off 
pedestrians  as  they  pass  by  during  the  business 
hours  of  the  day  know  the  total  number  of  possible 
customers  there  existed  on  that  day  for  that  dealer. 


WINDOW  DISPLAY  CIRCULATION 

You  can  pick  out  any  store  and  by  ticking  off 
pedestrians  as  they  pass  by  during  the  business 
hours  of  the  day  know  the  total  number  of  possible 
customers  there  existed  on  that  day  for  that  dealer. 

llien  by  duplicating  the  same  list  on  different 
kinds  of  days,— covering  weather,  season,  local 
shopping  habits  and  similar  conditions— you  can 
quickly  strike  your  averages  and  estimate  the  total 
for  any  specific  i)eriod. 


THE    CIRCLLATION    \ALUE    OF    A    WINDOW    DEPENDS 

ON    ITS    LOCATION 


AVERAGE 

VASSEtiS     BY 

PER  HOUR 

1791 

V 


MEDIUM  SIZE 
GITIUS 
50P00  to 
Z50,000 


AVERAGE 
PASSERS    BY 
PER0AY-(12HRS) 
21,492 


LARGE  CITIES 
Z50,000 
AND  UP 


! 

mwmm 

"A 

B         -                              — 

^i^ 

UP  TOWN  LOCATIONS 
AVERAGE  PfiSSESiS  BY 

PER  HOUR  556 
PER  PAY-  C12  HRS)6,672 


DOWN  TOWN  LOCATIONS 

AVERAGE  PASSERS  BY 

PER  HOUR  3,&05 

PERPAY-UZ  nsi$,)4Z/y60 


THE   CIRCULATION   VALUE   OF   A   WINDOW   DEPENDS 

ON   ITS   LOCATION 


CIRCULATION  STANDARDS 


25 


Then  by  duplicating  the  same  test  on  different 
kinds  of  days — covering  weather,  season,  local 
shopping  habits  and  similar  conditions — you  can 
quickly  strike  your  averages  and  estimate  the  total 
for  any  specific  period. 

That  is  in  fact  what  modern  merchants  do  in- 
dividually before  picking  their  own  locations — a 
candy  man,  for  instance,  wishing  to  establish  a 
store,  checks  the  passersby  at  different  locations, 
finds  out  the  average  per  day,  knows  his  percentage 
of  probable  sales  from  that  particular  type  of  traffic, 
estimates  thereby  the  sales  volume  to  be  expected 
from  the  location,  figures  therefrom  what  rent  he 
can  afford  to  pay — and  makes  his  decision. 

The  success  of  the  United  Cigar  Stores  in  picking 
their  locations  on  the  basis  of  circulation  almost 
entirely  independent  of  size,  is  common  knowledge. 

WTiat  you  can  do  for  one  store  you  can  do  for  a 
chain  of  stores  or  for  different  types  of  stores  in 
different  kinds  of  location  in  different  sizes  of  cities 
and  towns  in  different  parts  of  the  country. 

And  then  you  begin  to  have  demonstrable  cir- 
culation. 

With  a  thousand  displays  in  a  thousand  dealer 
windows  of  a  given  type  of  store  you  can  very 


Demon- 
strated 
Circulation 
Value  of 
Dealer 
Windows 


AVXSACjE 
VASSISIS     BY 
PER  HOUR 
1791 
V 


UP  TOWN  LOCAHONS 
AVERAGE  PASSEXi5  BY 

PER  HOUR  556 
PERPAY-C12HR5.)6,672 


DOWN  TOWN  LOCATIONS 
AVERAGE  PA55ERS  BY 

PER  HOUR  3,5  05 
PER  DAY'UZ  HR5.)  AZp^O 


THK    CIKCl  1^\T1()X    VALUE   OF    A    WINDOW    DEPENDS 

ON    ITS   LOCATION 


CIRCULATION  STANDARDS 


25 


Then  by  duplicating  the  same  test  on  different 
kinds  of  days— covering  weather,  season,  local 
shopping  habits  and  similar  conditions — you  can 
cjuickly  strike  your  averages  and  estimate  the  total 
for  any  specific  period. 

That  is  in  fact  what  modern  merchants  do  in- 
dividually before  picking  their  own  locations — a 
candy  man,  for  instance,  wishing  to  establish  a 
store,  checks  the  passersby  at  different  locations, 
finds  out  the  average  per  day,  knows  his  percentage 
of  probable  sales  from  that  particular  type  of  traffic, 
estimates  thereby  the  sales  volume  to  be  expected 
from  the  location,  figures  therefrom  what  rent  he 
can  afford  to  pay — and  makes  his  decision. 

The  success  of  the  United  Cigar  Stores  in  picking 
their  locations  on  the  basis  of  circulation  almost 
entirely  independent  of  size,  is  common  knowledge. 

What  you  can  do  for  one  store  you  can  do  for  a 
chain  of  stores  or  for  different  types  of  stores  in 
different  kinds  of  location  in  different  sizes  of  cities 
and  towns  in  different  parts  of  the  country. 

And  then  you  begin  to  have  demonstrable  cir- 
culation. 

With  a  thousand  displays  in  a  thousand  dealer 
windows  of  a  given  type  of  store  you  can  very 


Demon- 
strated 
Circulation 
Value  of 
Dealer 
Windows 


26 


WINDOW  AND  STORE  DISPLAY 


definitely  estimate  by  the  law  of  averages  that  you 
will  get  for  any  and  for  each  individual  display  a 
specific  average  circulation. 

The  law  of  averages — when  you  approach  the 
thousand  basis — ^gets  to  be  pretty  reliable. 

All  the  little  eccentricities  and  idiosyncrasies  of 
individual  wilfulness  or  circumstantial  re-action, 
correct  each  other,  as  you  approach  one  thousand 
cases — and  of  course  beyond  one  thousand  they 
become  more  and  more  punctiliously  accurate. 
Business  men  to-day  very  thoroughly  appreciate 
this  fact — namely,  that  there  is  nothing  so  depend- 
able as  statistics — if  you  have  enough  of  them ! 


CHAPTER  V 

800,000  RETAIL  WINDOWS— WHAT  THEY  SIGNIFY 

IT   IS  only  after  looking  at  the  proposition 
from  all  sides  that  any  manufacturer  can  gain 
a  fair  idea   of  windows    as  an    advertising 
medium. 

It  is  only  by  comparison  of  actual  figures  that  a 
manufacturer  can  realize  the  tremendous  possi- 
bilities in  the  retail  store  windows  throughout  the 
whole  country,  and  what  they  signify. 

The  retail  window  is  an  extraordinary  medium. 

And  it  has  one  unique  advantage  over  all  other 
mediums  known  to  advertisers — the  advantage  of 
furnishing  the  advertising  right  on  the  spot  where 
the  goods  themselves  are  for  sale. 

To  talk  about  space  as  space  and  circulation  as 
circulation  is  hardly  enough  for  the  manufacturer 
advertiser.  He  must  know  in  concrete  terms 
something  more  definite  about  the  kind  of  space 
and  the  kind  of  circulation. 

To  talk  about  dealer  windows  as  an  advertising 

27 


Store 

Windows  as 
Advertising 
"Medium" 


1 


28 


WINDOW  AND  STORE  DISPLAY 


800,000  RETAIL  WINDOWS 


29 


Nature 
of  This 
"Medium" 


medium  requires  some  explanation  and  tangible 
figures. 

At  the  same  time  with  all  the  difference  between 
this  and  all  other  recognized  mediums,  it  is  very 
essential  to  recognize  many  things  they  have  in 
common. 

Let  us  put  it  this  way: 

Suppose  some  solicitor  told  you  there  was  one 
advertising  medium  in  this  country  which  has  a 
total  circulation  of  106,000,000 — not  counting 
duplication. 

Then  suppose  he  explained  to  you  that  this  cir- 
culation was  not  to  be  taken  as  a  whole,  but  nicely 
broken  up  in  chunks,  according  to  territory  and 
different  commodity  appeals — the  food  appeal,  the 
hardware  appeal,  the  drug  sundry  appeal,  etc.,  etc. 

He  would  have  to  explain  to  you  that  the  space 
in  this  medium  was  measured  not  in  columns  and 
inches,  but  in  units  varying  from  4  ft.  to  24  ft.  in 
length,  by  6  ft.  in  height,  with  an  average  of  all 
units  7  ft.  by  6  ft. 

He  would  explain  to  you  that  for  the  most  part 
this  space  was  open  for  seasonable  advertising  only, 
but  that  in  season  and  in  reason  you  could  have  it 
for  long  or  short  time. 


He  could  present  statistics  to  prove  that  the  aver- 
age showing  is  one  week's  time— with  many,  many 
instances  recordable  where  the  showing  once  secured 
continued  for  two,  three,  and  even  longer  number 
of  weeks — in  certain  cases  a  year  or  two  years. 

He  could  assure  you  that  without  exception 
every  large  advertising  success  in  this  country  had 
utilized  this  medium. 

In  not  a  few  instances  it  has  been  the  main 
medium — and  in  many  cases  the  sole  medium  of 
advertising. 

Always  he  could  prove  to  you  it  has  been  the 
most  economical  medium,  based  on  demonstrated 
circulation  and  actual  check-up  on  sales.  He 
might  add  that  no  one  has  ever  estimated — or  tried 
to  estimate — the  total  volume  of  sales  resulting 
from  use  of  this  single  medium.  But  you  would 
readily  agree  that  it  would  undoubtedly  run  into 
many,  many  billions  of  the  annual  total  business 
of  the  United  States. 

This  medium  is  not  a  magazine,  he  would  say — 
yet  it  combines  the  circulation  totals  of  all  maga- 
zines—and then  multiplied  by  three!  It  is  not  a 
newspaper,  but  sends  out  the  same  message  in 
widely  scattered  territory,  and  the  life  of  its  mes- 


Differen- 
tiated from 
AU  Other 
"Mediums" 


30 


WINDOW  AND  STORE  DISPLAY 


sage  is  almost  invariably  seven  times  that  of  any 
newspaper  advertisement.  It  is  not  a  car-card, 
and  its  space  does  not  rmi  in  two  fatiguing  parallel 
lines;  but  instead,  each  unit  of  space  is  set  oflF  by 
itself,  no  two  exactly  alike,  but  each  hangs  on  the 
public  highway  like  a  separate  picture  where 
all  passersby  can  see.  It  is  not  a  billboard— 
although  undeniably  it  has  considerable  billboard 
value  and  if  placed  end  to  end  its  total  8C  0,000 
units  would  measure  fully  5,600,000  linear  feet  of 
space  for  appealing  to  the  outdoor  public,  or 
33,600,000  square  feet. 

This  space,  he  would  say,  consists  of: 

172,842   Grocery 

Store  Windows 
147,980   General 

Store  Windows 
46,398  Drug    Store 

Windows 
42,217   Candy  Store 

Windows 
37,116   Cigar   Store 

Windows 
29,445  Shoe  Store  Windows 
23,009  Jewelry  Store  Windows 


^^=5^ 

C^^^ 

b 

THIS  SPACE  \S 

YOURS  WITHOUT 

COST  IF  YOUR 

DISPLAY  S«nSFIE^ 

1            THE  DEALER. 

^=^ 

:^^ 

y^^ 

800,000  RETAIL  WINDOWS  31 

32,472  Department  Store  Windows 

37,563  Furniture  Store  Windows 

29,080  Hardware  Store  Windows 

18,770  Haberdasher  Store  Windows 

40,531  Auto  Supply  and  Garage  Windows 

— to  say  nothing  of  book  stores,  news  agencies, 
meat  markets,  barber  shops,  restaurants,  repair 
shops,  holes-in-the-wall,  etc. 

This  means,  for  each  of  these  lines  or  divisions  of 
trade,  a  circulation  equal  to  the  population  of  the 
United  States — not  only  once,  but  repeated  over 
and  over  again. 

Not  only  volume  is  hereby  reached,  but  quality 
is  secured  by  this  medium,  because  of  the  fact  that 
the  circulation  is  divided  up  into  precisely  the  kind 
the  advertiser  always  seeks,  namely,  possible  im- 
mediate customers  for  his  individual  dealer  and 
product. 


"Quality 
Circulation" 


GETTING  THE  WINDOWS 


33 


Old-time 
Dealers 
*'Co- 
operated" 


New 

Advertising 

Problems 


CHAPTER  VI 

GETTING  THE  WINDOWS 

IN  THE  early  days  when  fewer  brands  were 
clamoring  for  attention  it  was  easier  to  get 
dealer  cooperation. 
If  the  dealer  had  your  goods  and  received  your 
display  the  most  natural  thing  for  him  to  do  was 
to  " stick  it  up  somewhere  in  sight."  In  those  days 
the  retailer  had  the  feeling  that  it  was  up  to  him 
to  push  whatever  he  had  in  stock.  But  the  change 
which  gradually  shifted  the  burden  of  making  sales 
from  the  dealer  to  the  manufacturer  took  part  of 
this  initiative  away  from  the  dealer.  Moreover, 
the  modern  system  of  marketing  had  a  tendency  to 
develop  many  small  retail  stores  and  minor  trades- 
men instead  of  the  concentration  of  retailing  in  a 
few  capable  merchants'  hands. 

The  very  success  of  Brand  Advertising  brought 
with  it  an  entirely  new  set  of  problems.  In  1910 
there  was  founded  for  the  purpose  of  studying  these 
problems,  the  Association  of  National  Advertising 

32 


M 


II 


i 


Managers,  which  at  a  later  date  was  changed  in 
name  to  the  Association  of  National  Advertisers. 

Taking  up  successively  the  various  problems  of 
waste  in  national  advertising,  in  duplication,  in 
undependable  circulation,  etc.,  the  A.  N.  A.  M. 
early  in  its  career  turned  attention  to  the  subject 
of  waste  in  dealer  advertising. 

Booklets,  circulars,  and  such  counter  distribu- 
tion material  came  into  chief  prominence  as  well  as 
display  material.     The  chief  waste  was  found  to  be 

1.  Failure  of  jobbers  to  pass  the  manufactur- 

ers' display  material  on  to  the  retailer. 

2.  Failure  of  stores  to  use  all  material  received. 

Some  of  the  largest  advertisers,  such  as  Armour, 
Moxie,  Coca  Cola,  etc.,  etc.,  had  already  adopted 
the  plan  of  using  their  own  crews  for  installing  dis- 
play material.  Being  products  of  universal  con- 
sumption with  plenty  of  dealers  in  every  important 
locahty,  this  plan  of  crew  service  for  dealer  display 
was  apparently  working  out  all  right. 

But  these  large  advertisers  had  distribution 
ranging  all  the  way  from  25,000  dealers  to  300,000 
dealers,  whereas  there  were  many  in  the  Associa- 
tion who  from  the  nature  of  their  sales  proposition 


"Waste 
in  Adver- 
tising" 


Problem  of 

Scattered 

Distribution 


34 


WINDOW  AND  STORE  DISPLAY 


First 

Attempt  to 
Systematize 
Dealer  Co- 
operation 


would  never  hope  to  have  more  than  a  few  thou- 
sand outlets,  at  the  very  most. 

Working  on  the  assumption,  however,  that  the 
real  way  to  get  displays  in  dealer  windows  was  to 
put  them  there,  and  already  having  much  data  in 
my  possession  from  private  investigations,  I  per- 
sonally worked  out  and  submitted  to  the  dealer 
service  committee  of  the  A.N.A.  M.  in  1913  what 
looked  like  a  very  workable  plan  for  getting  manu- 
facturers' displays  in  the  windows  of  dealers — at  a 
given  time  and  in  a  given  territory  to  tie  up  with 
other  advertising.  This  plan  was  carefully  out- 
lined and  received  the  endorsement  of  the  Associa- 
tion to  the  extent  that  I  was  encouraged  to  go 
ahead  with  all  preliminaries,  organizing  the  coun- 
try into  definite  display  territories  and  securing 
district  display  managers  and  under  them,  their 
necessary  corps  of  window  trimmers.  This  or- 
ganization, under  the  name  of  the  Dealer  Service 
Bureau,  was  brought  to  the  attention  of  the  leading 
American  manufacturers  who  were  by  this  time 
crying  out  against  waste. 

The  plan  was  all  right — it  still  is  all  right — but 
to  cut  a  long  story  short,  it  did  not  work  out  on  a 
satisfactory  volume  basis.     Those  manufacturers 


GETTING  THE  WINDOWS 


35 


who  were  ready  and  desirous  of  installing  displays 
the  first  season  had,  with  a  few  notable  exceptions, 
such  a  heterogeneous  mess  of  odd-lot,  hit-and-miss, 
unrelated  material  that  it  was  in  most  cases  im- 
possible to  produce  a  creditable  window  without 
using  big  stocks  of  the  merchandise  itself  to  put  a 
semblance  of  unity  into  the  display.  This  ob- 
viously was  impossible  with  the  average  dealer, 
and  was  also  expensive  in  time  required  for  trim- 
ming the  window. 

Then  instead  of  an  installing  service,  I  organized 
an  investigation  service  to  secure  definite  facts  and 
figures  as  to  retail  dealers'  use  of  displays.  This,  to 
the  best  of  my  knowledge,  was  the  first  attempt  at 
an  impersonal  and  impartial  investigation  of  dealer 
attitude  toward  using  manufacturers'  display 
material  (1914). 

This  investigation  service  was  destined  to  render 
even  greater  aid  to  advertisers  than  the  installing 
service  first  contemplated.  It  forced  a  studv  of 
the  whole  subject  from  a  much  broader  angle  of 
usefulness— not  merely,  how  to  get  displays  in  the 
window  if  the  manufacturer  is  able  and  willing  to 
pay  for  the  actual  service  of  trimming  the  window 
—but,  what  is  most  important,  how  to  plan  all  dis- 


First 

Attempt  to 
Organize 
Data  on  Co- 
operation 


1 


The  Lesson 
Learned 


36 


WINDOW  AND  STORE  DISPLAY 


flays  in  such  way  as  will  make  them  most  readily  ac- 
ceptable to  the  dealer  to  the  end  that  he  will  be  more 
than  willing  to  put  them  in  the  window  himself. 

This  opens  up  a  much  broader,  far  more  useful 
study  of  the  real  problem. 

It  applies  to  more  advertisers,  more  dealers. 
It  leads  to  a  larger  volume  of  windows. 

More  than  this,  it  has  one  big  vital  lesson — it 
shows  the  unfailing  natural  law  of  the  survival  of 
the  most  fit.  It  leads  to  higher  evolution  in  the 
planning  of  worth-while  dealer  material. 

And  thus,  out  of  what  threatened  to  be  a  mis- 
fortune in  the  non-success  of  the  installing  or- 
ganization there  actually  grew  the  greatest  of  all 
gains — the  means  of  studying  by  first-hand  investi- 
gation under  all  sorts  of  circumstances  the  great 
neglected  problem  in  American  Advertising — 
Getting  the  Displays  in  the  Window. 


CHAPTER  VII 

THE  DEALER'S  SIDE  OF  IT 

IT'S  the  fashion  to  blame  lack  of  cooperation 
on  the  dealer  and  consider  it  as  prima  facie 
evidence  that  he  is  the  weak  link  in  the  chain 
of  distributing  merchandise. 

Ask  almost  any  advertising  manager  who  has 
suffered  this  loss  to  explain  it  and  he  will  pretty 
surely  ascribe  the  failure  to  one  of  two  causes: 

1.  Dealer  too  lazy  to  bother  with  display. 

2.  Dealer  does  not  recognize  the  value  of  the 

display. 

But  when  you  go  at  this  the  other  way  round — 
when  you  talk  direct  to  the  dealers— you  wcn't 
find  the  same  analysis  of  cause  and  effect  by  any 
means.  It  is  true  that  there  are  a  great  many 
retail  storekeepers  who  have  neither  the  training 
nor  the  natural  instinct  which  makes  successful 
merchants.    Only  a  small  proportion  make  a  life 

37 


Manufac- 
turers* 
Viewpoint 


Dealers* 
Viewpoint 


Few  Dealers 

Bom 

Merchants 


Need  for 
Majority  Co- 
operation 


I 


38  WINDOW  AND  STORE  DISPLAY 

profession  of  store  management,  many,  many  come 
into  their  proprietorship  of  a  retail  store  quite  by 
accident  of  chain  of  circumstances,  many  others 
"try  it  out"  as  they  do  everything  else  in  hfe. 
Although  there  are  roughly  800,000  retail  stores  in 
this  country  we  are  not  like  France  a  "nation  of 
little  shopkeepers."  The  mortality  of  manufac- 
turers'  mailing  lists  certainly  indicates  the  amount 
of  shifting  and  changing  continually  going  on  in  the 
personnel  of  the  storekeepers  of  this  country,  easily 
10  per  cent,  a  year. 

Probably  15  per  cent,  of  those  who  set  up  shops 
for  the  public  are  fit  by  nature  or  fit  themselves  for 
the  important  service  of  retailing  to  the  consumer. 

What  does  this  mean? 

It  means  that  the  rank  and  file  are  amateurs  and 
always  will  be  amateurs  in  merchandising. 

The  bom  merchants  will  give  good  cooperation 
whenever  it  is  to  their  interest  to  do  so-and  they 
will  often  do  this  with  or  without  any  help  you 
furnish.  They  do  it  for  themselves  certainly,  for 
what  they  expect  to  get  out  of  it. 

But  there  is  the  other  85  per  cent.— the  rank  and 
file  of  the  army  of  storekeepers.  There  they  are 
and  it  stands  to  reason  you  can't  ignore  them  with- 


THE  DEALER'S  SIDE  OF  IT 


39 


out  losing  efficiency  of  85  per  cent,  of  your  distrib- 
uting machinery.  On  the  other  hand,  you  simply 
must  see  them  for  what  they  are — the  rank  and  file 
— the  common  soldiers  of  merchandising — and  it  is 
up  to  you  to  train  and  officer  this  dealer  rank  and 
file  so  as  to  perform  the  service  you  require  of  this 
little  army. 

Remember,  that  individuals  who  are  not  born 
leaders  themselves  are  most  tractable  and  efficient 
in  routine  services. 

If  you  as  a  manufacturer  are  losing  about  85  per 
cent,  of  your  dealer  cooperation,  don't  blame  the 
rank  and  file  but  see  what's  wrong  with  your  leader- 
ship and  managership,  for  in  nine  cases  out  of  ten 
that's  where  the  real  failure  lies. 

Probe  deep  and  find  the  reasons. 

Careful  analysis  of  the  attitude  of  retailers  in 
many  lines  shows  that  a  majority  of  dealers  stand 
ready  to  make  displays  for  the  manufacturer  fea- 
turing some  Special  Brand.  The  occasional  dealer 
who  refuses  to  use  manufacturer's  display  mate- 
rial on  principle  is  hardly  a  factor  worth  worrying 
over — less  than  three  fourths  of  1  per  cent,  when 
you  come  to  actually  count  noses.  A  very  much 
larger  number  may  be  classed  as  indifferent,  that  is 


Majority 
Receptive 


40 


WINDOW  AND  STORE  DISPLAY 


Denier 
Willingness 


they  will  not  express  any  definite  attitude  one  way 
or  the  other.  Frequently  they  will  represent  as 
high  as  5  per  cent,  of  the  total  list.  The  rest  of 
any  manufacturer's  dealer  list  is  made  up  of  two 
great  classes — those  rendering  good  display  cooper- 
ation, and  those  not  rendering  it. 

But  here  is  the  point: 

Careful  check-up  on  display  attitudes  of  dealers  in 
many  different  lines  showed  that  13  per  cent,  of 
the  entire  list  claimed  to  have  received  little  or 
nothing  in  the  way  of  display;  whereas  35  per  cent, 
said  they  received  display  material  from  the  re- 
spective manufacturers  which  for  some  specific 
reason  was  unsatisfactory;  and  another  9  per  cent, 
said  that  part  only  was  satisfactory  for  their  use. 

Here  is  a  total  of  57  per  cent,  of  a  composite  list 
of  dealers,  who  apparently  are  entirely  willing  and 
waiting  to  complete  the  chain  of  merchandising  to 
the  consumer,  but  the  manufacturer  fell  down  in 
some  way  or  another  in  furnishing  the  right  sort 
of  display  material! 

Here  was  a  loss  of  57  per  cent.  eflSciency  In  dealer 
cooperation — taking  dealers  in  all  lines  as  a  whole 
in  a  composite  test. 


I 


THE  DEALER'S  SIDE  OF  IT 


41 


m 


I 


The  loss  varied  with  the  different  lines  as  you 
will  see  by  the  figures  attached — 

SUMMARY  OF  RESULTS  OF  QUESTIONING  COMPOSITE 

LIST  OF  DEALERS  ON  MANUFACTURER'S 

DISPLAY  MATERIAL 

Question:  Do  you  think  manufacturers  whose  goods  you  handle  fur- 
nish the  right  sort  of  store  and  window  advertising  ma- 
terial? 

Answers:     Taken  down  in  personal  interview,  analyzed  as  follows: 


Product 


L  Grocery    . 

2.  Notions     and 

Furnishings . 

3.  Hardware 

(cutlery) .     . 

4.  Drug        (Inc. 

Conf .  Tobac- 
co and  Sta- 
tionery) . 

5.  Shoe  and  Shoe 

Repair    . 

6.  Tire    Store 

Garage    . 

7.  Jewelry     . 


Satisfied 
with 
Dis- 
plaj's 

% 

Satisfied 
Some 
Only 

% 

Not 
Satisfied 
with 
Ma- 
terial 

% 

Received 
No 
Dis- 
play 

% 

Would- 
n't 
Use 
Any 
Way 

% 

34.85 
25.51 
41.24 

40.16 

37.91 

63.79 
36.84 

10.61 
14.37 
15.30 

7.33 
1.31 

1.32 

34.04 
37.24 
32.15 

33.24 

31.37 

27.58 
47.37 

15.84 

16.13 

7.32 

12.85 

16.99 

3.46 
11.84 

.39 
.59 

.22 

1.60 
.66 

No 
Answer 


% 
4.27 

6.16 

3.77 

4.82 

11.76 

5.17 
2.63 


On  the  basis  of  these  figures  it  would  appear  that 
dealer  "helps"  were  not  really  "helps"  to  the 
majority  of  dealers.  It  seemed  that  about  the  best 
display  assistance  was  in  the  merchandising  of  auto 
tires — and  the  least  assistance  was  found  in  notions. 


Help  That 

Didn't 

Help 


rhe 


42 


WINDOW  AND  STORE  DISPLAY 


mi 


But  the  majority  of  all  the  lines  were  furnishing 
satisfactory  material  to  only  a  third  or  a  half  of 
their  dealers. 

Think  of  it! 

An  average  of  57  per  cent,  of  dealer  cooperation 
thrown  away  through  some  failure — either  in 
planning  the  display  or  in  distributing  the  display 
— ^by  the  manufacturers. 

Is  the  fault  with  "dealer  cooperation"  or  is  it 
with  "manufacturer  cooperation"? 

After  all,  that  is  the  real  question. 


t 


CHAPTER  VIII 

MOTIVES  WHICH  MOVE  THE  DEALER 

WHAT  are  the  motives  which  move  the 
dealer  to  use  display  material.?^ 
The  practical  thing  to  do  is  to  face  the 
facts  squarely  and  never  lose  track  of  the  real  ends 
the  dealer  has  in  view.  You  can  then  understand 
his  motives  and  see  that  he  is  not  actuated  by 
childish  whim  or  ignorance  or  indifference,  as  so 
many  manufacturers  seem  to  suppose. 

If  you  look  at  the  figures  on  page  40  you  will  see 
that  out  of  the  total  57  per  cent,  of  dealers  who 
didn't  cooperate  there  were  13  per  cent,  who 
claimed  not  to  have  received  the  material.  The 
remaining  44  per  cent,  did  not  cooperate  although 
they  had  received  material. 

Let  us  analyze  the  reasons  why  those  dealers  did 
not  use  the  manufacturer's  advertising  material. 

In  the  first  place,  we  must  none  of  us  ever  forget 
one  fact: 

The  dealer  is  the  natural  guardian  of  his  mjon  win" 

4S 


Dealer's 

Viewpoint 

Final 


44 


WINDOW  AND  STORE  DISPLAY 


Why 

Displays 

Failed 


dow  space — he  has  a  right  to  censor  it — to  do  with  it 
as  he  sees  fit. 

If  you  know  motives  you  can  largely  predicate 
actions. 

The  motives  of  the  dealer  are  two-fold — 

1.  To  make  sales. 

2.  To  increase  store  prestige. 

From  the  point  of  sales,  the  m.otive  is  Gain,  while 
from  the  point  of  Prestige  the  motive  is  a  combined 
one  of  Pride  and  Future  Gain,  the  exact  proportion 
depending  on  the  personal  makeup  of  the  dealer. 
But  Pride  is  a  mighty  element  always  with  retail 
dealers. 

Now  in  this  investigation  to  see  why  44  per  cent. 
of  those  receiving  displays  failed  to  make  use  of 
them,  it  is  interesting  to  note  all  the  various  reasons 
assigned  by  dealers  as  follows: 

Display  was  received  in  wrong  season  for  sales. 

Display  arrived  too  late  for  the  purpose  or  link- 
up intended. 

Amount  of  business  did  not  justify  complete 
window. 

Small  appeal  of  product  to  dealer's  class  of  trade. 


MOTIVES  OF  DEALER 


45 


Small  profit  in  handling  article. 
Display  not  distinctive  enough  to  attract  atten- 
tion. 
Display  was  too  cheap  looking. 
Display  was  too  gaudy  for  taste  of  dealer. 
Display  was  out  of  keeping  with  character  of 

store. 
Not  the  kind  of  material  to  increase  store  pres- 
tige. 
If  the  advertiser  will  study  these  reasons  he  will 
see  how  most  of  them  fall  naturally  under  the  two 
principal  motives,  namely: 

1.  Desire  to  make  sales. 

2.  Desire  to  increase  store  prestige. 
Nothing  could  be  more  eloquent  than  the  plain 

reasonableness  of  these  simple  objections! 

More  than  that,  evidence  would  seem  not  only 
to  release  the  dealer  from  all  this  charge  of  lack 
of  cooperation  but  fix  the  blame  on  the  manu- 
facturer. Many  manufacturers  furnish  displays 
on  the  assumption  that  they  are  just  the  thing 
for  the  purpose  of  the  dealer.  They  take  the 
attitude  of  the  fatherly  grown-up  administering 
exactly  what's  needed  by  the  peevish  child — and 
either  ramming  it  down  by  force  or  wheedling 


Manufac- 
turers Make 
Mistakes 


46 


WINDOW  AND  STORE  DISPLAY 


Buying 
to  Throw 
Away 


and  coaxing — maybe  sometimes  even  misrepre- 
senting it  as  candy. 

How  is  the  manufacturer  going  to  secure  the 
necessary  dealer  cooperation? 

The  answer  is  simple. 

This  can  only  be  done  by  carefully  considering 
the  motives  that  actuate  the  dealer.  If  the  dis- 
play, on  its  face,  does  not  offer  opportunity  to 
make  sales  or  increase  prestige,  and  if  the  display 
is  not  distributed  properly  and  in  time  for  suc- 
cessful utilization  by  the  dealer,  it  is  unreasonable 
for  the  manufacturer  to  expect  good  results. 

Surely  it  would  be  logical  to  study  the  require- 
ments for  a  given  product  and  type  of  dealer  be- 
forehand and  plan  the  display  by  means  of  this 
knowledge. 

Just  a  little  common  sense  applied  to  the  psy- 
chology of  dealer  and  display  would  obviate  much 
loss.  I  personally  know  of  many,  many  cases  where 
a  salesman  proposing  a  type  of  display  has  been  told 
by  the  manufacturer  that  it  really  did  fulfill  all  the 
requirements.  But  it  cost  too  much— and  the 
manufacturer's  policy,  as  far  as  display  material 
was  concerned,  was  to  buy  the  kind  of  material  which 
he  could  afford  to  have  his  dealers  throw  away ! 


MOTIVES  OF  DEALER 


47 


One  large  food  manufacturer  was  typical  of 
many  when  he  stated  that  he  bought  displays  for 
grocers  with  a  view  always  to  how  little  he  would 
lose  if  the  display  was  not  utilized  ! 

The  vast  majority  of  dealers  are  willing  to  make 
displays.  But  here  are  some  of  the  reasons  they 
give  for  rejecting  the  manufacturers'  material: 

1.  Not  distinctive  enough. 

2.  Too  hard  to  put  together. 

3.  Not  the  kind  of  material  to  increase  store 

prestige. 

4.  Too  large  for  the  space  the  dealer  has. 

5.  Too  small  for  the  purpose. 

6.  Not  the  right  selling  season. 

7.  Not  enough  profit  in  the  probable  business 

to  justify  the  amount  of  space. 

Manufacturers  who  blame  the  retailer  for  not 
using  all  the  displays  received  should  try  to  look 
at  their  own  material  as  the  dealer  will  look  at  it. 

It  is  not  enough  to  furnish  a  display  that  will 
sell  more  goods — it  must  be  a  display  of  such  char- 
acter that  it  will  have  the  greatest  likelihood  of 
being  used  by  the  largest  number  of  dealers. 


Common 
Objections 
to  Displays 


WORK  ON  A  NEW  BASIS 


49 


h 


Too  Selfish 
Viewpoint 


CHAPTER  IX 

MANUFACTURERS  SHOULD  WORK  ON  A  NEW  BASIS 

MANY  manufacturers— when  left  to  them- 
selves—design displays  not  with  a  view 
to  getting  the  largest  amount  of  cooper- 
ation from  dealers,  but  for  one  of  two  motives: 

1.  Desire  to  get  biggest  possible  name  display  in 

dealer's  window. 

2.  Desire  to  get  large  number  of  sales  from  dis- 

play. 

It  is  the  wrong  way  to  plan  a  display  because  it 
is  too  one-sided  and  does  not  take  into  account  the 
dealer.  The  dealer  is  satisfied  to  come  in  for  in- 
creased sales,  but  it  is  not  surprising  that  dealers 
object  to  so-called  ** dealer  cooperation"  when 
the  new  handsome  window  display  comes  out  of  its 
wrappings— just  a  billboard  for  the  manufacturer, 
not  a  display  that  helps  the  dealer. 

A  billboard  is  a  splendid  medium. 

And  it  is  true  that  any  window  has  always  a 
certain  billboard  value— both  for  pedestrians  and 

48 


for  wheel  traffic — ^but  don't  make  the  mistake  of 
forgetting  you  are  under  a  gentleman's  agreement 
with  Mr.  Dealer  not  to  abuse  the  hospitality  of  his 
store  and  window.  And  don't  forget,  if  he  doesn't 
like  your  display  he  will  throw  it  out. 

A  billboard's  all  right — so's  a  bull — but  not  in  a 
china  store. 

We  must  learn  to  put  into  store  display  the  same 
careful  thought  and  analysis  that  is  given  to  page 
space  advertising.  Dominate — but  do  it  artisti- 
cally. Scale  it  up  relatively  and  you  will  not  only 
get  all  the  effect  of  size  you  seek  for  your  package 
or  trade  mark,  but  with  it  that  suggestion  of  fitness 
which  is  so  lacking  when  poorly  executed  giant 
packages  and  coarse  name  display  are  set  up  in  the 
dealer's  store  or  window  without  regard  to  any- 
thing but  size.  Giant  reproductions  have  their 
uses,  but  they  must  be  attractive.  Psychology 
teaches  that  when  certain  things — for  example,  a 
human  hand,  or  foot,  etc. — are  unduly  enlarged  and 
brought  too  close  to  the  eye,  the  effect  is  not  im- 
pressive, but  repulsive.  So  look  out  for  these 
barbaric  effects  in  planning  dealer-display  ma- 
terial. There  must  be  more  than  size  to  recom- 
mend it.     Bigness  without  distinctiveness  is  crude. 


Mistaking 
Size  for 
Domination 


50 


WINDOW  AND  STORE  DISPLAY 


The  First 
Object  of 
Display 


Dealers  Not 
Antagonistic 
to  Manufac- 
txirers' 
Displays 


Instead  of  planning  a  display  with  the  two  ob- 
jectives of  (1)  Trade  Mark  dominance  and  (2) 
Sales,  start  first  with  the  determination  to  produce 
a  display  which  will  satisfy  the  largest  'possible  num- 
ber of  dealers. 

Put  that  down  as  your  first  objective. 

It  is  the  corner-stone  in  building  Dealer  Co- 
operation. It  is  the  very  first  thing  every  manu- 
facturer should  know  about  Dealer  Display.  To 
know  in  advance  what  kind  of  display  your  dealers 
of  a  certain  type  can  use  is  a  matter  of  experience 
or  special  investigation.  If  you  haven't  the  ex- 
perience you  should  call  in  an  expert.  Guess-work 
is  no  longer  excusable.  Granting  the  display  is 
practical  and  possible  for  the  majority  of  dealers, 
you  must  then  furnish  them  with  as  many  as  possi- 
ble reasons  for  using  it.  Then  you  have  a  real 
chance  at  dealer  cooperation. 

Remember,  all  of  your  objectives  are  not  nec- 
essarily the  dealer's  objectives.  However,  both 
manufacturer  and  dealer  have  a  common  desire  to 
increase  sales. 

Dealers  place  a  high  value  on  display  material 
adapted  for  use  in  their  own  store.  This  is  shown 
by  the  answers  of  retail  storekeepers  to  the  ques- 


WORK  ON  A  NEW  BASIS 


51 


i 


876%  OF 

DEALERS 

SAID   STORE 

MATERIAL 

WAS    THE 
BEST  ADVERTIS- 
ING THE  MANU- 
FACTURER COULD, 
OO. 


tion  "  What  kind  of  advertising  can  a  manufacturer 
do  for  you  that  will  be  most  effective  in  increasing 
sales?'' 

This  question  was  put  impartially  to  3,338 
dealers.  The  following  presents  their  attitude 
clearly : 

2,899  dealers  or  87.6  per  cent,  valued  store  ma- 
terial highest. 

327       "       "     9.4    "       "     valued  general 

publicity  highest. 

112       "        "     3.      "       "     would  not  say. 


3,338 


100.0  per  cent. 


Dealer 

"Knows 
What  He 
Sees" 


52 


WINDOW  AND  STORE  DISPLAY 


Some  advertisers  may  doubt  the  truth  of  this 
statement,  or  they  may  feel  that  a  dealer  can  be 
made  to  say  anything.  But  this  attitude  of  the 
dealer  has  been  checked  carefully  and  impartially. 
Results  have  always  been  substantially  the  same. 
If  any  advertiser  questions  the  fact,  the  thing  to 
do  is  not  to  challenge  the  statement  that  the  vast 
majority  of  dealers  overwhelmingly  prefer  localized 
advertising,  and  their  first  choice  is  store  display, 
but  to  make  individual  investigation  and  investi- 
gate carefully  before  drawing  any  final  conclusions. 
The  fact  is  surprising  only  because  manufacturers 
have  failed  to  see  the  situation  through  the  dealer's 
eyes.     Put  yourself  in  his  place. 

The  advertising  which  impresses  the  dealer  is 
the  advertising  which  he  himself  sees.  One  bill- 
board in  his  own  locality  impresses  him  more  than 
the  assurance  of  a  hundred  scattered  elsewhere; 
a  car-card  on  a  line  which  transports  him  person- 
ally back  and  forth  has  more  dealer  persuasion 
than  all  the  cars  in  the  community;  the  advertise- 
ment which  he  himself  sees  in  his  daily  paper  or 
home  magazines  has  more  subtle  weight  of  argu- 
ment than  a  whole  schedule  of  advertisements 
which  he  will  never  experience  personally. 


WORK  ON  A  NEW  BASIS 


53 


In  other  words,  the  dealer  being  an  average  hu- 
man, just  goes  along  like  the  rest  of  us  and  knows 
what  he  sees. 

The  dealer  knows  what  you  are  doing  for  dealers 
when  he  receives  a  valuable  display  for  use  in  his 
own  store. 

Get  the  dealer's  point  of  view.  The  dealer 
doesn't  think  of  his  store  as  "backing  up"  your 
national  advertising — and  why  should  he  f  His 
desire  is  that  you  advertise  in  some  way  which  will 
help  him  individually. 

The  only  "circulation"  the  dealer  cares  about  is 
that  fraction  of  it  which  the  Audit  Bureau  credits 
to  his  own  locality.  He  does  value  any  form 
of  advertising  which  reaches  the  "circulation" 
which  surges  back  and  forth  in  front  of  his  own 
store. 

In  substance — display  draws  attention  to  his 
goods  and  sells  them.  He  doesn't  care  two  straws 
about  the  advertising  end  except  as  it  results  in 
sales  for  him  individually.  It's  the  sales  created 
by  display  that  make  displays  appeal  to  dealers. 

Some  of  the  reasons  which  retail  storekeepers 
give  for  favoring  displays  above  other  forms  of  ad- 
vertising are  as  follows: 


"Circula- 
tion" Which 
Interests 
Dealers 


54 


WINDOW  AND  STORE  DISPLAY 


New  Basis 
for  Manu- 
facturer 


"Advertising  displays  bring  people  into  my 
store." 

"They  get  in  touch  with  my  own  trade." 

"Bring  me  immediate  results." 

"Help  me  in  showing  off  goods." 

"Help  to  show  the  class  of  goods  I  handle." 

"  Call  attention  to  articles  you  can't  always  dis- 
play." 

"Suggest  what  to  buy." 

Therefore,  the  right  way  to  plan  a  dis- 
play for  the  largest  possible  number  of  dealers 
is     from     the     viewpoint      exj)ressed     in      the 

above. 

Brush  away  all  those  old-time  ideas  about  how 
to  plan  a  dealer  display  and  start  on  the  modem 
basis : 

Ask  yourself 

1.  What  kind  of  display  will  bring  people  inside 

the  store  for  that  dealer? 

2.  What  will  help  him  in  showing  off  the  goods 

with  least  trimming  effort? 

3.  What  kind  of  display  will  best  convey  the 

general  class  of  goods  he  handles? 

4.  What  will  make  strongest  suggestion  appeal 

for  consumer  to  buy? 


WHAT  IS  THE  PeflLERS  OWN  PRepeRCNCe 
IN  THE  MflTTER  Of  flDVERTISINQ  ? 


Grocery  store  sales   depend  largely  on  the 
gfK)ds  displayed  in  the  store  and  window 


The  hardware  mer- 
chant knows  it  is 
easier  to  sell  what  he 
tiisplays 


DRUG    STOReS 


Every  druggist  understands  the  necessity  of 
displaying  his  goods  and  extolling  their  uses 


HflRPWflRe  STOReS 
CHART    SUMMARY    OF   INVESTIGATION    OF   MORE    THAN   3,000    DEALERS 


54 


WINDOW  AND  STORE  DISPLAY 


>i4 


New  Basis 
for  Manu- 
facturer 


I 


"Advertising   displays   bring   people   into   my 

store." 
"They  get  in  touch  with  my  own  trade." 
"Bring  me  immediate  results." 
"Help  me  in  showing  off  goods." 
"Help  to  show  the  class  of  goods  I  handle." 
"  Call  attention  to  articles  you  can't  always  dis- 

play." 

"Suggest  what  to  buy." 

Therefore,  the  right  way  to  plan  a  dis- 
play for  the  largest  possible  number  of  dealers 
is  from  the  viewpoint  expressed  in  the 
above. 

Brush  away  all  those  old-time  ideas  about  how 
to  plan  a  dealer  display  and  start  on  the  modern 
basis : 

Ask  yourself 

1.  What  kind  of  display  will  bring  people  inside 

the  store  for  that  dealer.'* 

2.  What  will  help  him  in  showing  off  the  goods 

with  least  trimming  effort  .^^ 

3.  W^hat  kind  of  display  will  best  convey  the 

general  class  of  goods  he  handles.'^ 

4.  What  will  make  strongest  suggestion  appeal 

for  consumer  to  buy? 


WHAT  IS  THE  DEALERS  OWN  PREFERENCE 
IN  THE  MATTER  Of  flDV/ERTISING  ? 


Grocery   store  sales   depend  largely  on  the 
goods  displayed  in  the  store  and  window 


GROCeRY    STORtS 


The  hardware  mer- 
chant knows  it  is 
easier  to  sell  what  he 
displays 


Every  drnggisf  understands  the  necessity  of 
thsjjlaying  his  goods  and  extolling  their  uses 


HflRPWflRe  STORCS 

CHART  SUMMARY  OF  INVESTIGATION  OF  MORE  THAN  3,()()()  DEALERS 


WHAT  IS  THE  DCflLeRS  OWN  PREFCRCNCe 
IN  THE  MATTER  OF  ADVERTISING  ? 


WORK  ON  A  NEW  BASIS 


65 


In  the  clothing  store  goods  properly  displayed 
are  half  sold  • 


HflBeRPflSHCRY  STORES 


The  progressive 
dry  goods  merchant 
knows  that  a  large 
part  of  his  rent  is  paid 
for  display  space 


CONFeCTIONeRY  sTORes 


Most  confections  bought  are  bought  through 
appeals  to  the  eye — i.  e.  attractive  packages, 
wrappers  which  are  invariably  displayed 


DRY  GOODS  STORES 
CHART    SUMMARY    OF   IN\'ESTIGAT10N    OF   MORE    THAN   3,000    DEALERS 


Then  you'll  have  something  for  yourself  and 
your  dealers. 

Summed  up — think  of  the  dealer's  convenience, 
think  of  his  pride  in  his  store,  and  think  of  the 
actual  sales  the  display  is  likely  to  make  for  him. 


WHAT  IS  THE  DCflLeRS  OWN  PREFeReWCe 
IN  THE  MflTTCR  OF  flDV/CRTISING  ? 


WORK  ON  A  NEW  BASIS 


55 


In  the  clothing  store  gomls  i)roi)(Tly  <lis|)l;iye(l 
lire  liiilf  sold  • 


HflBeRPflSHERY  ST0R€5 


The  progressive 
dry  go<)(is  merchant 
knows  that  a  large 
part  of  his  rent  is  paid 
for  display  space 


CONFeCTIONeRY  STOReS 


Most  confections  honght  arel>onght  through 
appeals  to  the  eye— i.  e.  attractive  packages, 
wrappers  which  are  invariably  displayetl 


DRV  GOODS  STORES 
CHART    SUMMARY   OF   IXVESTIGATION   OF   MORE    THAX   3,000   DP:aLERS 


Then  you'll  have  something  for  yourself  and 
your  dealers. 

Summed  up — think  of  the  dealer's  convenience, 
think  of  his  pride  in  his  store,  and  think  of  the 
actual  sales  the  display  is  likely  to  make  for  him. 


t 


All  Science 
a  Slow 
Growth 


CHAPTER  X 

MISTAKES  OF  THE  PAST— HOW  TO  CORRECT  THEM 

WHEN  you  realize  that  display  in  stores 
is  something  more  than  a  gratuitous  ac- 
cessory to  marketing  your  merchandise, 
then  for  the  first  time  you  perceive  that  it  has  its 
own  unique  functions. 

When  you  admit  that  it  has  its  separate  and  dis- 
tinct part  in  making  the  machinery  of  distribution 
work,  then  you  see  the  necessity  of  studying  its 
laws  of  operation. 

And  you  begin  to  appreciate  that  its  hit-and- 
miss  use  in  the  past  was  a  matter  of  neglect  to  com- 
prehend the  real  problem. 

But  be  patient!  Remember  that  Advertising  as 
a  science  was  not  built  up  in  a  day.  Its  different 
mediums  have  all  had  to  be  first  recognized  as  such 
and  then  organized  for  operation.  Dealer  space 
at  its  worst  has  never  been  more  chaotic  than  was 
periodical  space  when  first  the  early  agents  set 
themselves  the  task  of  organization !    In  all  proba- 

56 


MISTAKES  OF  THE  PAST 


57 


bility  the  first  attempt  ever  made  to  find  out  just 
what  advertisers  were  doing  with  dealer  display 
was  an  investigation  conducted  for  the  writer  in 
1914  through  a  certain  research  organization,  call- 
ing on  the  300  largest  advertisers  of  the  country. 

It  was  evident  from  this  investigation  that  the 
leading  American  Advertisers  believed  strongly  in 
the  value  of  dealer  helps  and  window  display,  some 
indeed  considering  them  a  necessity.  But  few  of 
these  had  amj  actual  data  to  go  by  or  kept  any  check 
on  the  funds  expended  on  this  branch  of  promotion 
work. 

The  one  great  appalling  fact  was  that  Adver- 
tisers at  that  time  did  not  know  what  definite  plan 
to  follow;  or  what  results  were  forthcoming  from 
the  display  plans  they  were  following.  For  in- 
stance, they  did  not  know  how  much  of  their  ma- 
terial was  reaching  the  dealer  or  being  utilized  by 
the  dealer,  or  how  dealers  felt  toward  their  dis- 
plays, or  what  results  dealers  secured  from  displays. 

At  the  same  time  the  general  feeling  was  strongly 
in  favor  of  dealer  displays  as  an  adjunct  to  other 
advertising  and  more  than  half  of  these  leading  ad- 
vertisers were  every  year  increasing  their  appropri- 
ations along  this  line.     More  than  a  quarter  of 


Recent 
Develop- 
ment of 
Display 
Science 


58 


WINDOW  AND  STORE  DISPLAY 


Former 
Status  of 
Display 
Among 
Advertisers 


those  interviewed,  and  they  were  all  leading  na- 
tional advertisers,  stated  they  were  spending  one 
fifth  or  more  of  their  entire  appropriation  for  dealer 
helps  or  display. 

To  sum  it  up,  this  investigation  showed  that 
even  so  short  a  time  ago  as  1914  the  biggest  Na- 
tional Advertisers  in  this  country  (which  means 
in  the  world)  had  the  following  composite  attitude 
toward  dealer  display: 

1.  Display  promotion  was  not  recognized  as  an 

integral  part  of  the  advertising  campaign, 
but  the  desirability  of  dealer  cooperation 
was  recognized. 

2.  Material  was  supplied  for  dealers  by  all  but 

11  per  cent,  of  these  National  Advertisers. 
But  no  records  were  kept  beyond  shipping 
of  material,  usually  to  a  jobber  destination. 

3.  Displays  were  usually  worked  out  by  the 

Advertising  Manager,  usually  independ- 
dently  but  sometimes  with  agency 
cooperation.  (At  the  time  there  were  no 
recognized  display  specialists  in  existence, 
"window  trimming"  was  the  only  display 
art  known.) 


MISTAKES  OF  THE  PAST 


59 


4.  No  appropriations  were  made  especially  for 

dealer   display — it   was   just   one   of   the 
etceteras  charged  up  to  advertising. 

5.  Salesmen  were  left  to  cooperate  at  their  own 

option. 


In  a  few  cases,  traveling  "trimming  crews"  were 
being  utilized  for  the  handling  and  installing  of  the 
manufacturer's  displays,  but  this  practice  was 
necessarily  confined  to  a  very  few  products  which 
have  very  wide  distribution,  which  alone  would 
justify  this  expense.  In  a  few  other  cases,  all  con- 
fined to  specialty  grocery  products,  the  salesmen  or 
missionary  men  calling  direct  on  the  trade  had  as 
a  recognized  part  of  their  duties  the  placing  of  small 
unit  displays.  But  either  of  these  definite  plans  was 
exceptional  among  the  then  National  Advertisers. 

Meanwhile,  the  writer's  own  associates,  estab- 
lished in  the  ten  largest  manufacturing  points  of 
this  country,  were  in  constant  touch  with  America's 
largest  producers  of  branded  products — both 
advertisers  and  non-advertisers.  Year  by  year  it 
was  noticeable  that  more  and  more  monev  was 
being  expended  in  the  channel  of  dealer  material 
of  all  kinds,  and  that  a  spirit  of  rivalry  had  entered 


Checking 
Up  the 
Situation 


i 


60 


WINDOW  AND  STORE  DISPLAY 


New  Code 
of  Display 
Practice 


into  competition  for  the  dealer's  cooperation  and 
many  manufacturers  were  going  to  extravagant 
lengths  to  secure  this  coveted  cooperation.  Huge, 
unwieldy  displays,  some  weighing  as  much  as  ten 
or  twelve  pounds  and  costing  several  dollars  each, 
were  being  furnished  to  dealers.  But  even  with 
this  large  investment  we  found  that  few  indeed 
were  planned  with  any  definite  idea  of  distribution. 
As  a  consequence,  in  many  cases  the  displays  were 
not  forwarded  to  the  trade  and  were  merely  occupy- 
ing space  in  the  manufacturer's  own  stockroom ! 

Out  of  all  this  mass  of  investigative  data  it  was 
possible  to  trace  cause  and  effect  and  step  by  step 
build  up  some  tentative  laws  for  the  use  of  dealer 
display  as  a  medium. 

Out  of  the  body  of  negative  findings — what 
manufacturers  didn't  do  and  what  dealers  wouldn't 
do — and  often  what  they  couldn't  do — ^it  was  pos- 
sible to  construct  certain  positives. 

Out  of  all  this  grew  what  might  be  called  the 
first  real  Code  of  Dealer  Display,  as  follows: 

1.  Your  display  for  dealers  must  be  an  integral 

part  of  your  Advertising  campaign. 

2.  You  miLst  plan  for  a  method  of  distribution 


MISTAKES  OF  THE  PAST 


61 


which  actually  places  the  display  in  the 
hands  of  the  dealer. 

3.  The  display  must  be  the  result  of  experience 

in  handling  a  large  number  of  successful  dis- 
play campaigns — i.  e.,  it  must  be  designed 
by  or  submitted  for  approval  of  experts. 

4.  Displays  must  be  recognized  as  a  definite  part 

of  the  advertising  investment,  and  provision 
made  for  them  in  the  budget  or  appropria- 
tion. 

5.  Salesmen  must  not  be  left  to  their  own  initia- 

tive in  use  of  display  but  its  purpose  and 
function  explained  to  them  and  a  method 
worked  out  for  their  better  cooperation 
with  display  material. 

There  is  nothing  very  startling  about  this  code 
to-day— it  may  sound  entirely  matter  of  fact  and 
sensible  to  you*. 

If  so  it  is  because  you  have  become  vastly  en- 
lightened since  the  years  1913-14— for  pages  58  and 
59  shows  in  summary  the  then  common  practice 
among  the  leading  advertisers  of  the  country. 

An  enormous  change  has  come  since  1914  in  the 
practical  handling  of  Dealer-Display  problems. 


Hit-and- 
miss 
Practice 


CHAPTER  XI 

DISTRIBUTION  OF  WINDOW  AND  STORE  DISPLAY 

MATERIAL 

j4  SSUMING  now  that  the  display  is  fit  to  go 

/%  in  the  dealer's  windows — (that  you,  for 
-Z  jL  instance,  would  wish  to  have  it  in  your 
window  if  you  were  the  dealer) — you  are  free  to 
east  about  for  the  best  practical  plans  for  getting 
the  display  distributed  where  it  will  be  used  most 
widely  and  most  effectively. 

Incidental  and  accidental  display  should  no 
longer  be  tolerated  by  scientific  management — 
any  more  than  a  manufacturer  would  be  satisfied 
to  dispatch  his  merchandise  shipments  to  their 
destination  and  never  find  out  whether  or  not  they 
actually  arrived.  When  you  buy  display  material 
it  surely  is  not  for  the  purpose  of  filling  your  ware- 
house. 

A  display  is  not  a  display  until  it  takes  its  place 
in  the  dealer's  window. 

Neither  is  it  enough  to  send  displays  out,  hit 

62 


DISTRIBUTION  OF  DISPLAY  MATERIAL    63 

or  miss,  on  the  chance  of  their  being  utilized.  In 
reality,  this  promiscuous  sending  is  the  most  waste- 
ful of  all  methods. 

One  individual  display  in  one  dealer's  window 
doesn't  affect  the  advertiser  much,  however  pro- 
ductive it  is  for  that  dealer.  What  you  want  and 
must  have  is  multiplicity  of  showings — ^i.  e.,  mass 
cooperation  and  volume  of  windows. 

What  are  the  best  methods,  therefore,  to  secure 
mass  cooperation.? 

Crew  installations  are  not  practical  for  the  large 
majority  of  manufacturers,  on  account  of  expense 
and  scattered  distribution.  We  come  to  four  main 
methods  of  handling  this  problem  of  display  co- 
operation : 

1.  Paying  for  Cooperation  (either  by  outright 

payment,  free  goods,  or  special  deals). 

2.  Prize  Contests. 

3.  Featuring  Specific  Display  in  National  Ad- 

vertising. 

4.  Part  of  Selling  Plan,  including:  Proper  pres- 
entation to  the  dealer— Folders,  letters,  etc.,  to 
dealer,  announcing  the  coming  of  display— Feature 
the  display  before  or  when  sent  out,  instead  of 
throwing  it  at  the  dealer. 


Not  One 

but  Many 
Needed 


Four 

Methods  of 
Cooperation 


i 


64  WINDOW  AND  STORE  DISPLAY 

Let  us  examine  each  of  these  in  turn: 

(1)  Paying  for  Dealer  Cooperation  should  be 
ehminated  at  the  start,  from  our  point  of  view- 
first,  because  it  is  wrong  in  principle,  and,  second, 
it  does  not  pay. 

(2)  Prize  contests  probably  pay  in  dealer  inter- 
est and  have  some  news  value.  They  give  sales- 
men something  different  to  talk  about,  hence  are 
useful  in  staple  products  or  those  without  their 
own  striking  talking  points.  They  also  induce 
many  displays  that  never  enter  the  contest.  This 
method  pays  indirectly  in  its  by-products  though 
seldom  in  actual  bona  fide  entries  of  contestants. 

(3)  Featuring  specific  displays  in  the  manufac- 
turer's national  advertising  (trade  papers,  maga- 
zines, etc.)  is  of  course  a  good  plan  where  the 
campaign  exists  and  the  manufacturer  has  bona 
fide  distribution  to  justify— but  even  this  is 
really  begging  the  question  of  display  cooperation 
for  its  own  sake  and  is  not  the  purpose  of  the 
present  discussion.  One  successful  method  of 
featuring  displays  has  been  on  the  basis  of  a 
national  week  such  as  Canned  Goods  Week,  Coffee 
Week,  etc. 


H 


( 


CO 
I— I 

SI 

< 
< 

o 

H 

< 

o 

III 
< 

xn 


P 

H 
< 


64  WINDOW  AND  STORE  DISPLAY 

Let  us  examine  each  of  these  in  turn : 

(1)  Paying  for  Dealer  Cooperation  should  be 
eliminated  at  the  start,  from  our  point  of  view — 
first,  because  it  is  wrong  in  principle,  and,  second, 
it  does  not  pay. 

(2)  Prize  contests  probably  pay  in  dealer  inter- 
est and  have  some  news  value.  They  give  sales- 
men something  different  to  talk  about,  hence  are 
useful  in  staple  products  or  those  without  their 
own  striking  talking  points.  They  also  induce 
many  displays  that  never  enter  the  contest.  This 
method  pays  indirectly  in  its  by-products  though 
seldom  in  actual  bona  fide  entries  of  contestants. 

(3)  Featuring  specific  displays  in  the  manufac- 
turer's national  advertising  (trade  papers,  maga- 
zines, etc.)  is  of  course  a  good  plan  where  the 
campaign  exists  and  the  manufacturer  has  bona 
fide  distribution  to  justify— but  even  this  is 
really  begging  the  question  of  display  cooperation 
for  its  own  sake  and  is  not  the  purpose  of  the 
present  discussion.  One  successful  method  of 
featuring  displays  has  been  on  the  basis  of  a 
national  week  such  as  Canned  Goods  Week,  Coffee 
Week,  etc. 


" 


S3 


I— i 


!  •; 


DISTRIBUTION  OF  DISPLAY  MATERIAL    65 

(4)  This  brings  us  down  to  the  fourth  and  most 
practical  method  of  securing  dealer  cooperation — 
namely,  making  display  an  integral  part  of  the 
Selling  Plan. 

This  display  must  not  be  left  as  optional  or  acci- 
dental, but  standardized,  not  only  in  itself,  but  in 
the  method  of  presentation  to  the  dealer,  whether 

(1)  By  means  of  house's  salesmen. 

(2)  By  means  of  jobber's  salesmen. 

(3)  By  means  of  house  campaign  to  dealers, 

featuring  display. 


The  reason  Chain  Stores  have  worked  so  success- 
fully is  because  they  exemplify  the  principle  of 
standardization  of  selling  method,  a  carefully  for- 
mulated and  completely  worked  out  selling  plan. 
Nor  is  this  selling  plan  left  optional  with  any  mem- 
ber of  the  Chain — it  is  the  plan. 

The  reason  Exclusive  Agency  argument  has  a 
lure  for  many  dealers  is  because  the  dealer  recog- 
nizes in  it  a  fundamental  selling  plan  and  sees  very 
definitely  his  individual  part  in  it. 

The  reason  there  has  been  so  much  uncertainty 
about  dealer  cooperation  from  the  rank  and  file 


Adopt 

Definite 

Plan 


Salesman's 
Part  in 
Plan 


66  WINDOW  AND  STORE  DISPLAY 

in  the  plan  of  multiple  dealer  distribution  has  been 
because  there  was  no  plan  which  definitely  tied  up 
the  individual  store  with  the  rest  of  the  program. 

One  reason  manufacturers'  salesmen  have  so 
often  failed  to  cooperate  in  the  successful  distribu- 
tion of  displays  is  because  they  were  merely  asked 
to  do  it,  or  exhorted  to  do  it,  or  petitioned  to  do  it 

instead  of  being  shown  wherein  it  would  benefit 

them — what  they  would  get  out  of  it. 

If  a  salesman  only  knows  that  the  house  is  adver- 
tising, and  doesn't  know  when,  where,  what,  and 
wherefore,  it  is  evident  that  the  advertising  after 
all  is  not  a  part  of  the  selling  plan. 

If  a  salesman  knows  something  about  advertising 
schedules  and  mediums  and  knows  the  function  and 
the  possibilities  of  the  dealer-display  material,  he 
surely  will  include  display  material  as  an  integral 
part  of  his  proposition  to  the  dealer. 

A  salesman  who  isn't  thoroughly  "sold  on  the 
house's  advertising"  has  usually  a  pretty  good 
alibi— there's  evidently  something  loose-jointed  in 
his  instructions  and  sales  equipment  or  he  would 
know  the  selling  plan. 

Modern  marketing  and  merchandising  calls  for 
dealer-display  cooperation  as  a  definite  part  of  the 


Salesman's 
Part  in 
Plan 


66  WINDOW  AND  STORE  DISPLAY 

in  the  plan  of  mulliple  dealer  distribution  has  been 
because  there  was  no  plan  which  definitely  tied  up 
the  individual  store  with  the  rest  of  the  program. 

One  reason  manufacturers'  salesmen  have  so 
often  failed  to  cooperate  in  the  successful  distribu- 
tion of  displays  is  because  they  were  merely  asked 
to  do  it,  or  exhorted  to  do  it,  or  petitioned  to  do  it 

instead  of  being  shown  wherein  it  would  benefit 

them— what  they  would  get  out  of  it. 

If  a  salesman  only  knows  that  the  house  is  adver- 
tising, and  doesn't  know  when,  where,  what,  and 
wherefore,  it  is  evident  that  the  advertising  after 
all  is  not  a  part  of  the  selling  plan. 

If  a  salesman  knows  something  about  advertising 
schedules  and  mediums  and  knows  the  function  and 
the  possibilities  of  the  dealer-display  material,  he 
surely  will  include  display  material  as  an  integral 
part  of  his  proposition  to  the  dealer. 

A  salesman  who  isn't  thoroughly  "sold  on  the 
house's  advertising"  has  usually  a  pretty  good 
alibi— there's  evidently  something  loose-jointed  in 
his  instructions  and  sales  equipment  or  he  would 
know  the  selling  plan. 

Modern  marketing  and  merchandising  calls  for 
dealer-display  cooperation  as  a  definite  part  of  the 


<" 
^ 


Jl 


< 


DISTRIBUTION  OF  DISPLAY  MATERIAL    67 


z 


o 

EC 

n 

■XI 


I— I 

K 


selling  plan  which  must  be  presented  as  such  by  the 
salesman  to  the  dealer,  and  provision  should  be 
made  for  the  dealer  to  secure  his  display  equipment 
—not  as  something  optional  but  as  one  standard 
factor  in  the  sales  plan. 

Instead  of  being  an  additional  detail  for  the  man 
with  the  sample  case  to  be  plagued  with,  the  dis- 
play is  a  real  boon.  It  is  a  provable  fact  that  any 
sales  presentation,  no  matter  how  clever  and  effec- 
tive, can  be  made  immensely  more  coherent,  logical, 
and  impressive  to  the  dealer  if  into  the  warp  and 
woof  of  this  presentation  is  woven  the  golden  thread 
of  a  specific  display  selling  'plan. 

The  best  way  to  insure  salesmen  talking  to  deal- 
ers about  the  general  advertising  and  display  is  to 
so  plan  that  it  is  both  easy  and  necessary  for  the 
salesman  to  talk  about  both  in  his  selling  canvas. 
Arrange  so  that  it  forms  a  part  of  his  equipment, 
a  part  of  his  selling  tools.  This  requires  tact  and 
good  judgment,  but  it  can  be  done  in  practically  all 
cases. 

Plans  for  distribution  and  displays  must  include, 
therefore : 

^Selling  the  house  (or  jobber)  salesman  on  dis- 
play. 


Not  a 
Burden  on 
Salesman 


DISTRIBUTION  OF  DISPLAY  MATERIAL    67 


r 
v. 


x 


selling  plan  which  must  be  presented  as  such  by  the 
salesman  to  the  dealer,  and  provision  should  be 
made  for  the  dealer  to  secure  his  display  equipment 
—not  as  something  optional  but  as  one  standard 
factor  in  the  sales  plan. 

Instead  of  being  an  additional  detail  for  the  man 
with  the  sample  case  to  be  plagued  with,  the  dis- 
play is  a  real  boon.  It  is  a  provable  fact  that  any 
sales  presentation,  no  matter  how  clever  and  effec- 
tive, can  be  made  immensely  more  coherent,  logical, 
and  impressive  to  the  dealer  if  into  the  warp  and 
woof  of  this  presentation  is  woven  the  golden  thread 
of  a  specific  display  selling  j)lan. 

The  best  way  to  insure  salesmen  talking  to  deal- 
ers about  the  general  advertising  and  display  is  to 
so  plan  that  it  is  both  easy  and  necessary  for  the 
salesman  to  talk  about  both  in  his  selling  canvas. 
Arrange  so  that  it  forms  a  part  of  his  equipment, 
a  part  of  his  selling  tools.  This  requires  tact  and 
good  judgment,  but  it  can  be  done  in  practically  all 
cases. 

Plans  for  distribution  and  displays  must  include, 
therefore : 

—Selling  the  house  (or  jobber)  salesman  on  dis- 
play. 


Not  a 
Burden  on 
Salesman 


68 


WINDOW  AND  STORE  DISPLAY 


Fit  Plan  to 

Specific 

Needs 


— Selling  the  dealer  on  its  value  to  him  individ- 
ually by  means  of  salesman's  talk  or  through 
letters  or  folders,  picturing  the  display. 

— ^Delivering  it  in  timely  season,  accompanied  by 
vivid  reminder  of  its  specific  use  and  pur- 
pose. 

The  particular  details  must  of  course  be  worked 
out  specifically  to  fit  the  conditions  governing  the 
particular  display — not  some  conditions  but  all 
conditions,  for  instance: 

Distribution  plan  must  be  adjusted  to  fit 

(1)  The  Advertising  Campaign. 

(2)  The  Method  of  Marketing. 

(3)  The  Attitude  of  Dealers. 

(4)  The  Extent  and  Location  of  Distribution 

and  Competitive  Conditions. 

This  has  proved  to  be  a  practical  way  to  distrib- 
ute display  material  effectively. 

Sending  display  material  out  promiscuously 
is  not  distributing  it— it  merely  gets  rid  of  the 

material. 

Waste  is  seldom  wanton  destruction. 
It  comes  from  ignorance  of  true  value. 


DISTRIBUTION  OF  DISPLAY  MATERIAL    69 


It  is  easier  to  see  a  criticism  when  it  isn't  directed 
against  our  own  concern,  so  let's  try  this  view  of  it: 
The  waste  that  goes  on  in  a  housewife's  kitchen 
isn't  vicious  destructiveness  or  contrariness  or  lack 
of  interest — it's  pure  childlike  ignorance  of  what  is 
really  being  lost  down  the  kitchen  sink  and  the 
garbage  can. 

In  the  same  way  the  waste  (of  good  displays) 
which  goes  on  in  the  retail  store  isn't  viciousness  or 
contrariness  or  even  laziness  on  the  part  of  the  un- 
cooperating  dealer,  but  is  due  to  the  fact  that  his 
eyes  have  not  been  opened  by  you. 

Clamorous  dealer  exhortation  or  wild  denuncia- 
tion in  advertising  conventions  won't  correct  the 
condition,  because  this  vehemence  excites  op- 
position. It's  combative,  not  cooperative.  But 
silently,  bit  by  bit,  tighten  up  the  connection  in- 
herently between  your  own  display  units  and  every 
other  link  in  your  sales  campaign  by  making  it  all 
an  integral  selling  plan,  and  automatically  you 
insure  this  cooperation.  Just  as  the  domestic  sci- 
ence teacher  says  to  the  housewife — 


Waste 

Through 

Ignorance 


Call  Display 
by  Its  Right 
Name 


"This  isn't  the  milk  waste  from  yesterday,  it's 
the  sour  milk  needed  for  to-day's  gingerbread. 


70 


WINDOW  AND  STORE  DISPLAY 


METHODS  OF  DISTRIBUTING  DISPLAYS  TO  DEALERS 


DISTRIBUTION  OF  DISPLAY  MATERIAL    71 

"This  isn't  the  dripping  grease  to  be  scraped 
out  into  the  garbage — it's  the  shortening  or  fry- 
ing fat  you  are  needing  every  day." 

Thus  to  the  dealer  you  say — This  isn't  something 
we  thought  you'd  just  as  Hef  have  hanging  around 
somewhere  (for  the  free  advertising  we  might  get 
out  of  it)  but  it's  the 

one  and  only 

definite 

connecting 

link 

between  you  individually  and  all  those  thousands 
or  tens  of  thousands  or  hundreds  of  thousands  we 
have  put  into  advertising  Our  Brand  to  help  you. 


Life  of 

Display 

Material 


CHAPTER  XII 

WHAT  DETERMINES  THE  "LIFE"  OF  DISPLAY? 

A  FTER  the  display  has  secured  space  from 
/\     the  dealer  the  question  of  most  interest  to 
-A.     M.  the  manufacturer  is  "How  long  will  it 
last?" 

The  answer  to  that  question — like  so  many  dis- 
play questions— isn't  really  up  to  the  dealer  at  all 
but  comes  right  back  to  the  manufacturer  who 
furnished  the  display. 

It  is  answered — not  in  the  dealer's  store — but 
when  the  display  was  planned. 

Generally  speaking,  the  life  of  a  display  depends 
on  three  things: 

1.  The  general  idea  and  appearance  of  the  dis- 

play; 

2.  The  physical  make-up,  strength,  construction, 

etc.,  of  the  display; 

3.  The  degree  to  which  the  dealer  has  been 

"sold"  on  its  value  to  him. 

74 


THE  "LIFE"  OF  DISPLAY 


73 


If  a  display  continues  to  make  sales  for  the 
dealer  it  will  be  used  as  long  as  it  keeps  in  usable 
condition. 

In  other  words,  if  the  display  itself  is  right,  and 
does  actually  attract  attention,  create  sales,  and 
please  the  dealer,  its  life  is  indefinitely  prolonged. 

A  cardboard  display,  attractive  in  itself,  properly 
constructed  so  that  it  does  not  collapse  or  become 
broken  through  ordinary  handling,  and  provided 
the  colors  do  not  fade  out  so  that  it  becomes  an 
eye-sore,  should  easily  last  through  an  ordinary  sell- 
ing season.  Attractive  material  is  often  given 
other  space  on  ledge  or  wall  or  counter  after  it 
comes  from  the  window. 

A  display  should  be  planned  with  full  knowledge 
of  the  chances  for  its  use  throughout  a  selling  sea- 
son. It  should  then  be  built  to  survive  that  selling 
period,  whatever  it  may  be. 

The  life  of  a  display  in  a  dealer's  window  aver- 
ages about  two  weeks,  an  extra  good  display  will  be 
shown  two  to  four  weeks.  If  the  selling  season  is 
continuous,  the  display  should  be  so  planned  that 
some  part  of  it  is  adapted  for  use  inside  the  store 
after  the  initial  use  in  the  window. 

Some  of  the  most  valuable  results  of  window 


Surviving 
the  Selling 
Season 


Term  in 
Window 


opportunity 
for  Repeat 
Showing 


II 


I 


I 


Construct 
for  Service 
Intended 


74  WINDOW  AND  STORE  DISPLAY 

advertising  are  cumulative,  and  this  is  particularly 
true  of  a  repeat  consumption  product,  or  one 
whose  season  continues  through  several  months. 
There  is  an  untold  amount  of  business  going  to 
waste  from  folks  who  intend  to  do  a  certain  thing 
but  never  quite  get  around  to  it.  Take  pencil  and 
paper  and  jot  down  for  yourself  the  many  things 
you  have  been  meaning  to  buy — this  long,  long 
time. 

On  the  other  hand,  in  the  case  of  paper  material, 
you  do  not  expect  long  life.  It  is  designed  for 
temporary  use  only.  But  even  paper  window  dis- 
plays easily  average  a  full  week  of  life  in  dealers' 
windows. 

For  instance — a  display  stand  on  the  counter 
must  be  built  for  use  as  well  as  ornament.  A  store 
counter  is  a  busy  ground,  not  a  protected  grand 
stand.  The  display  which  holds  its  place  is  the 
one  that  keeps  trim  and  tidy  and  never  becomes  a 
nuisance  or  upsets.  The  average  clerk  soon  loses 
patience  with  a  top-heavy  stand  that's  always 
"throwing"  the  goods  onto  the  counter.  A 
counter  display  which  is  too  tall  so  that  clerk  and 
customer  have  to  play  hide  and  seek  over  and 
around  it  is  the  pet  abomination  of  the  dealer  and 


ii^ 


THE  "LIFE*'  OF  DISPLAY 


75 


clerk,  and  sooner  or  later  it  will  be  swept  off  the 
counter. 


Fig.  1  Fig.  2  Fig.  3 

Fig.  1  illustrates  poor  construction,  as  the  weight 
and  extreme  height  of  product  will  tend  to  upset 
the  stand.  Fig.  2  shows  better  construction,  the 
weight  resting  on  bottom  and  the  tall  bottle  being 
held  firmly  in  place  by  the  sloping  base. 

Fig.  3  shows  top-heavy  construction,  the  package 
being  so  high  as  to  cause  the  whole  display  to  bend 
by  its  weight,  this  shortening  the  life  of  the  dis- 
play. Fault  can  be  overcome  by  placing  package 
lower  down  where  it  will  be  supported  by  the  easel 
on  back.  Or  if  this  dominating  layout  is  to  be 
retained,  it  can  be  made  practical  by  using  an  extra 
tall  easel  or  by  using  dummy  package  in  place  of 
actual  package.  These  two  methods  would  add 
to  the  expense  of  the  display.     If  this  is  an  ob- 


76  WINDOW  AND  STORE  DISPLAY 


Examples  of  cutout  showing  top-heavy  construction,  making  dis- 
play impractical  and  shortening  its  life  at  the  dealer's 

jection  the  only  other  alternative  is  to  reproduce 
the  package  in  the  design,  instead  of  using  actual 
package. 

Large  display  units,  such  as  cutouts,  screen 
panels,  etc.,  should  always  be  built  with  due  regard 
to  the  length  of  time  on  duty.  If  for  long  hfe,  it  is 
necessary  to  reinforce  such  displays,  or  to  plan 
them  in  such  way  that  the  natural  grain  of  the 
cardboard  will  be  a  help  and  not  a  hindrance.  For 
material  which  is  wanted  for  long  life,  there  are  in- 
genious methods  of  construction  which  cunningly 
strengthen  the  board  where  it  is  naturally  weak. 
Cardboard  has  its  laws  as  have  all  raw  materials. 


CHAPTER  XIII 


COUNTER  SPACE— AND  HOW  TO  COMMAND  IT 

COUNTER  space  is  always  at  a  premium 
because  of  its  strategic  value  in  the 
store.  Who  was  it— Archimides? — who 
said  he  could  lift  the  world— provided  he  could 
find  a  spot  on  which  to  rest  the  end  of  his 
lever? 

Anyway,  he  pictures  exactly  what  you  can  do  in 
the  way  of  lifting  your  sales — if  you  can  get  just  the 
right  toe-hold  on  the  dealer's  counter. 

Just  one  little  spot  is  all  the  ancient  physicist 
wanted — and  the  modern  sales  engineer  asks  for 
only  a  few  square  inches  on  the  counter,  well  know- 
ing that  this  space  is  often  the  most  valuable  in  the 
whole  store. 

Goods  which  deserve  counter  space — ^bearing 
in  mind  that  we  must  always  take  the  dealer  view- 
point in  all  these  matters — fall  into  the  following 
main  divisions: 

77 


II 


Getting 
Leverage 
for  Sales 


1 


Analysis  of 

Counter 

Merchandise 


78  WINDOW  AND  STORE  DISPLAY 

1.  Merchandise  which  the  dealer  has  some  strong 

incentive  to  push,  such  as  overstock,  slow 
sellers,  etc. 

2.  Merchandise  with  extra  long  profit. 

3.  Merchandise  which  is  newly  received,  novel, 

unusually  attractive,  or  otherwise  has  ex- 
hibition value  or  as  the  merchant  says 
"makes  a  nice  showing." 

4.  Merchandise  which  is  in  universal  demand, 

but  small  in  size  so  that  the  merchant  keeps 
a  regular  stock  on  counter  to  save  steps  and 
time  in  handling  customers. 

5.  Merchandise  which  is  highly  suggestive,  but  is 

bought  mainly  on  impulse  rather  than  sober 
calculation  and  deliberate  errand. 

6.  Merchandise  out  of  the  usual  line  associated 

with  the  store — candy  in  cigar  stores,  foun- 
tain pens  in  drug  stores,  poultry  remedies 
in  hardware  stores,  coffee  percolators  in 
groceries,  hairnets  in  drug  stores,  etc. 

If  your  goods  have  this  inherent  self-interest  ap- 
peal they  can  easily  command  counter  space. 

If  you  want  your  goods  on  the  dealer's  counter, 
study  the  proposition  from  this  angle.    Furnish 


COUNTER  SPACE 


79 


some  obvious  appeal  of  self-interest  and  the  dealer 
puts  your  goods  on  the  counter  because  youVe 

earned  it. 
YouVe  got  your  solid  foothold— a  fulcrum  for 

leverage  of  sales. 

Now  take  a  look  at  the  above  classification  again 
and  check  up  your  product  from  the  points  of  view 
of  Nos.  3,  4,  and  5. 

Thus: 

3.  If  your  product  isn't  novel  or  unusually  at- 

tractive you  can  make  it  so  by  the  proper 
dressing  up  or  display  setting.  Even  the 
ugly  ducklings  in  the  great  advertising 
family  (and  there  are  some  homely  birds 
among  them)  can  be  most  intriguingly  dis- 
played by  means  of  an  ingenious  display 
stand,  and  the  display  expert  who  knows 
his  business  can  make  even  a  commonplace 
looking  product  engagingly  attractive. 

4.  If  your  product  is  not  universally  known  by 

Brand,  but  is  a  commodity  (small  in  size) 
which  can  be  logically  offered  to  a  large 
proportion  of  the  community,  you  can  pro- 


Clever 
Display 
Overcomes 
Handicaps 


80 


WINDOW  AND  STORE  DISPLAY 


Counter 
Way  Is  the 
Modern 
Way 


cure  counter  preference  for  it  if  you  devise 
the  right  kind  of  display  container  which 
will  be  a  convenience  as  well  as  a  sales- 
maker  for  the  dealer. 
5.  If  your  product  can  be  displayed  and  also 
pictured  in  use,  such  a  picture  will  prove 
highly  suggestive,  because  it  starts  a  train 
of  thought  in  the  mind  of  the  chance  cus- 
tomer and  results  in  purchase  on  impulse. 
This  No.  5  classification  covers  the  large  major- 
ity of  products  capable  of  being  shown  on  a  dealer's 
counter.     Most   sales — indeed    all    sales — depend 
on  a  picture  in  the  mind  of  the  buyer,  conjured 
up  by  some  stimulus,  whether  the  sight  of  the  goods 
or  the  reminder  of  the  product  or  some  work  of  the 
sales  clerk.     But  this  picture  in  the  mind  precedes 
every  purchase.     The  human  imagination  is  the 
greatest  salesman  in  the  world— a  truly  wonderful 

"closer." 

Counter  space  selling  is  the  great  merchandising 
principle  which  Retailing  has  learned  from  those 
two  greatest  modern  institutions — the  Depart- 
ment Store  and  Chain  Store.  Instead  of  a  ware- 
house the  retail  store  is  a  display  place  for  mer- 
chandise. 


LiV 


COUNTER  SPACE 


81 


Counter  merchandising  is  based  on  the  old  adage 
— Well  displayed  is  half  sold. 

How  successful  this  principle  is  can  be  appreci- 
ated when  you  consider  that  even  though  there  is 
occasional  loss  from  theft,  this  objection  is  out- 
weighed by  sheer  force  of  increasing  volume  of  sales ! 

To  prove  this  to  your  own  satisfaction,  ask  ten 
dealers  who  have  displayed  merchandise  on  display 
stands  or  in  containers  or  on  the  counter  without  a 
display  device,  if  they  have  experienced  any  loss 
through  theft.  They  will  invariably  say  yes. 
They  also  will  admit  by  word  as  well  as  act  (con- 
tinuing to  display  merchandise  on  counters),  that 
the  profits  from  increased  sales  far  outweigh  the 
loss.  If  the  loss  from  theft  were  great  the  Wool- 
worth  Building  could  never  have  been  erected. 
On  the  other  hand,  the  value  of  counter  display  is 
clearly  demonstrated  in  the  success  of  the  5  and 
10  cent  Stores  which  are  all  counter.  Occasion- 
ally dealers  may  complain  about  theft,  but  manu- 
facturers should  not  be  blinded  or  mislead  by  such 
complaint.  One  10-cent  package  taken  from  his 
counter  will  remain  in  a  dealer's  memory  a  long 
time.  But  question  him  further  and  he  will  tell 
you  that  he  has  sold   dozens  by   reason  of  his 


IJI 


Theft  Is 

Negligible 

Factor 


82 


WINDOW  AND  STORE  DISPLAY 


1 


f 


Counter 
Sales  Are 
Quick  Sales 


display  on  the  counter,  which  he  would  not  have 
sold  if  the  goods  were  out  of  sight,  on  the  shelf  or 
under  the  counter.  He  will  tell  you  that  in  spite  of 
the  very  small  amount  of  stealing  he  would  not 
under  any  circumstances  consider  putting  his  mer- 
chandise under  cover. 

Grocers,  bakers,  and  candy  stores  have  always 
worked  on  the  principle  of  counter  merchandising, 
because  their  stocks  are  perishable  and  must  sell 
quickly  or  not  at  all. 

All  food  products  are  particularly  responsive  to 
display — not  only  for  the  appetite  appeal,  but  in 
the  case  of  bakery  and  grocery  goods  the  housewife 
is  naturally  looking  for  suggestions  when  market- 
ing for  the  family  table.  Her  mind  is  open  and 
receptive  to  new  desserts,  or  a  tasty  salad  dressing, 
etc.,  etc.  Moreover,  the  grocer  is  a  hard-working 
individual,  with  not  much  time,  and  the  counter 
way  is  the  quickest  way  of  merchandising. 

We  might  even  go  so  far  as  to  say  that  in  the 
case  of  grocery  stores  the  counter  is  of  more  impor- 
tance than  the  window.  Don't  forget  that  yours  is 
but  one  of  many  hundreds  of  products  or  even  one 
of  a  thousand  sold  regularly  by  that  dealer.  You 
must  get  your  product  into  view  on  the  counter  and 


CD 
H 

M 

O 
O 
P 

P 

W 
H 


a: 

o 
< 

H 

< 


a 
< 


82 


WINDOW  AND  STORE  DISPLAY 


Counter 
Sales  Are 
Quick  Sales 


display  on  the  counter,  which  he  would  not  have 
sold  if  the  <?oods  were  out  of  sight,  on  the  shelf  or 
under  the  counter.  He  will  tell  you  that  in  spite  of 
the  very  small  amount  of  stealing  he  would  not 
under  any  circumstances  consider  putting  his  mer- 
chandise under  cover. 

Grocers,  bakers,  and  candy  stores  have  always 
w^orked  on  the  principle  of  counter  merchandising, 
because  their  stocks  are  perishable  and  must  sell 
quickly  or  not  at  all. 

All  food  products  are  particularly  responsive  to 
display — not  only  for  the  appetite  appeal,  but  in 
the  case  of  bakery  and  grocery  goods  the  housewife 
is  naturally  looking  for  suggestions  when  market- 
ing for  the  family  table.  Her  mind  is  open  and 
receptive  to  new^  desserts,  or  a  tasty  salad  dressing, 
etc.,  etc.  Moreover,  the  grocer  is  a  hard-working 
individual,  with  not  much  time,  and  the  counter 
way  is  the  quickest  way  of  merchandising. 

AYe  might  even  go  so  far  as  to  say  that  in  the 
case  of  grocery  stores  the  counter  is  of  more  impor- 
tance than  the  window.  Don't  forget  that  yours  is 
but  one  of  many  hundreds  of  products  or  even  one 
of  a  thousand  sold  regularly  by  that  dealer.  You 
must  get  your  product  into  view^  on  the  counter  and 


O 
P 


•/. 


y. 


r. 


s. 


y. 


COUNTER  SPACE 


83 


H 

o 

-%* 

O 

K 

H 
H 

o 

H 

u 


< 

O 


off  the  shelf.  You've  got  to  command  the  counter 
by  some  factor  of  superiority. 

In  the  drugstore,  display  material  should  be  in 
the  window  and  on  the  counter  because  of  many 
competing  articles  sold  in  that  store.  The  average 
druggist  will  carry  a  dozen  or  more  well-known  and 
well-advertised  tooth  pastes  or  shaving  creams  and 
so  on  with  hundreds  of  products  sold  through  the 
drug  store. 

You  need  reminder  material  on  the  counter  to 
make  sure  of  your  sale,  when  the  consumer  has 
entered  the  store. 

The  same  reasoning  prevails  with  any  highly 
competitive  product,  sold  through  the  same  chan- 
nels. 

Counter  displays  are  most  naturally  for  package 
goods  or  small  articles — but  not  invariably  so. 

Counter  display  may  indeed  be  independent  of 
actual  merchandise.  A  well-known  stove  manufac- 
turer wrote  me  facetiously  that  he  couldn't  very 
well  get  his  stove  up  on  a  counter.  He  had  a 
literal  mind.  You  can  get  a  toe-hold  for  stove 
leverage  on  a  dealer's  counter  by  means  of  picture 
suggestion— just  as  you  can  get  it  for  ice-boxes  or 
lawn-mowers. 


Counter 
Display 
Not  Always 
Merchandise 
Display 


COUNTER  SPACE 


83 


y. 


f. 


o 


r. 
O 
•j: 


y. 


'y 
Pi 


oflF  the  shelf.  You've  got  to  command  the  counter 
by  some  factor  of  superiority. 

In  the  drugstore,  display  material  should  be  in 
the  window  and  on  the  counter  because  of  many 
competing  articles  sold  in  that  store.  The  average 
druggist  will  carry  a  dozen  or  more  well-known  and 
well-advertised  tooth  pastes  or  shaving  creams  and 
so  on  with  hundreds  of  products  sold  through  the 
drug  store. 

You  need  reminder  material  on  the  counter  to 
make  sure  of  your  sale,  when  the  consumer  has 
entered  the  store. 

The  same  reasoning  prevails  with  any  highly 
competitive  product,  sold  through  the  same  chan- 
nels. 

Counter  displays  are  most  naturally  for  package 
goods  or  small  articles — but  not  invariably  so. 

Counter  display  may  indeed  be  independent  of 
actual  merchandise.  A  well-known  stove  manufac- 
turer wrote  me  facetiously  that  he  couldn't  very 
w^ell  get  his  stove  up  on  a  counter.  He  had  a 
literal  mind.  You  can  get  a  toe-hold  for  stove 
leverage  on  a  dealer's  counter  by  means  of  picture 
suggestion — just  as  you  can  get  it  for  ice-boxes  or 
lawn-mowers. 


Counter 
Display 
Not  Always 
Merchandise 
Display 


84 


WINDOW  AND  STORE  DISPLAY 


I 


It  makes  me  nervous  to  see  a  clerk  jauntily  shove 
a  5  lb.  electric  iron  around  on  a  plateglass  showcase. 
I  know  I  wouldn't  permit  it  if  I  were  back  of  that 
counter — but  I  would  be  glad  to  place  3  oz.  of  card- 
board where  they  would  exert  an  overwhelming 
pressure  on  the  prospective  who  is  ready  to  take 
the  initiatory  step  in  the  favorite  indoor  sport  of 
equipping  American  homes  with  electric  appli- 
ances. 

Counter  Space  is  a  sound  principle  of  merchan- 
dising— in  fact,  it  is  a  fundamental  principle. 

Just  how  you  must  use  this  principle  in  applica- 
tion to  your  own  problem  is  a  matter  for  specific 
inquiry  and  careful  planning. 


CHAPTER  XIV 

HOW  MUCH  DOES  DISPLAY  INCREASE  SALES f 

* 

IF  YOU  will  ask  the  average  retailer,  "Does 
display  increase  sales?"  you  will  invariably 
receive  the  definite  reply  "Yes."  But  he 
does  not  know  how  much  of  an  increase,  any  more 
than  does  the  average  manufacturer. 

He  has  not  kept  actual  records  to  find  out  what 
a  given  display  produced,  yet  he  knows  that  dis- 
play does  increase  sales. 

Dealers  and  manufacturers  do  not  have  much 
in  the  way  of  definite  figures.  In  one  investigation 
covering  more  than  three  thousand  retail  stores  of 
all  kinds,  90  per  cent,  stated  displays  had  increased 
sales,  but  estimates  of  the  average  rate  of  increase 
varied  all  the  way  from  25  per  cent,  to  300  per  cent. 

In  order  to  determine  what  increase  in  sales 
would  result  from  displays,  specific  tests  have  been 
made  under  my  own  supervision,  all  being  con- 
ducted in  the  same  way,  namely,  checking  sales 
week  by  week  for  an  agreed  period,  without  dis- 

85 


Specific 
Tests  with 
Display 


86 


WINDOW  AND  STORE  DISPLAY 


In  Drug 

Stores 


play,  then  installing  a  given  display  and  again 
checking  sales  week  by  week  for  another  identical 
period.  A  few  of  these  tests  will  serve  for  exam- 
ples: 

Drug  Store  Display  Tests: 

I.  The  product  selected  was  a  well-advertised 
tooth  paste,  and  the  display  used  was  a 
newly  adopted  counter  display  con- 
tainer— 

A  sales  test  was  conducted  in  20  drug 
stores  for  3  weeks  before  this  new  dis- 
play container  was  used,  to  determine 
the  normal  sales.  A  total  of  155  tubes 
were  sold. 

Then  foranother  3  weeks,  in  these  same 
20  drug  stores,  a  sales  test  was  con- 
ducted with  the  tooth  paste  displayed 
on  the  counter.     The  total  sales  for 
these  3  weeks  were  412  tubes  of  the 
dental  paste. 
Thus,  the  increase  in  sales  when  this  dis- 
play was  in  use  was  257  tubes  or  165  per 
cent,  increase  in  sales  for  that  product. 
n.     The  product  selected  was  a  medical  prepa- 


in. 


DOES  DISPLAY  INCREASE  SALES?        87 

ration,  an  herb  tea,  the  goods  being 
by  nature  "slow  sellers."  Checking 
first  without  using  any  display,  a  test  in 
10  drug  stores,  for  3  weeks,  showed  26 
packages  had  been  called  for  in  the  nor- 
mal course  of  business. 

However,  when  sales  test  was  made 
with  a  counter  display  it  proved  that 
many  persons  wanted  the  product,  but 
never  just  happened  to  get  around 
to  inquire  for  it.     A  test  in  these  same 
stores  for  another  3  weeks  showed  the 
surprising  total  of  63  packages  sold 
over  the  counter,  or  a  142  per  cent, 
increase  in  sales. 
Another  medical  tea  was  given  a  similar 
counter  test  in  a  different  list  of  stores 
and,  of  course,  a  different  display. 
First  sales  were  checked  in  9  drug  stores 
for  3  weeks  without  any  display,  and 
the  result  was  only  24  packages  sold. 
Then  the  packages  were  packed  in  a 
counter-display  container  and  placed 
on  top  of  the  showcase.     The  result, 
when  sales  were  again  checked  for 


In  Grocery 
Stores 


88  WINDOW  AND  STORE  DISPLAY 

another  3  weeks,  was  57  packages  sold, 
or  a  toal  of  137  per  cent,  increase  in 
sales. 


Grocery  Store  Display  Tests: 

I.  The  product  was  an  extract,  on  the  market 
for  fifty  odd  years,  and  known  to  every 
housewife  and  enjoying  exceptional 
prestige — 

To  learn  the  normal  demand  a  record 
was  kept  in  14  grocery  stores,  for  3 
weeks,  without  any  display,  and  the 
result  was  68  sales.  Then  the  very 
same  test  was  conducted  with  the  pro- 
duct placed  in  a  display  container 
on  the  counter  in  each  of  these  14 
stores,  and  sales  were  watched  for 
another  3  weeks.  The  result  this  time 
was  154  sales.  Here  again  there  was 
no  other  form  of  advertising  in  use  at 
this  time,  and  no  special  sales  plan  or 
customer  inducement.  The  product 
was  a  long-established  trade  staple, 
and  yet  the  mere  fact  of  dealer  display 
on  the  counter  caused  a  jump  in  de- 


DOES  DISPLAY  INCREASE  SALES? 


89 


{ 


mand  from  68  to  154  bottles  or  126 
per  cent,  increase. 
II.     The  product — the  largest  selling  soup  in  the 
United  States — on  the  market  about  ten 
years,  but  heavily  advertised  and  enjoy- 
ing universal  distribution — 

When  a  test  was  made  in  21  grocery 
stores  for  3  weeks  without  any  dis- 
play, the  sales  showed  356  cans  per 
week  or  total  1,068  cans  for  the  3-week 
period. 

Then  the  same  test  was  conducted  after 
placing  an  attractive  display  on  each 
grocer's  counter.  The  addition  of 
this  simple  reminder  in  each  of  these 
stores  created  an  immediate  jump  in 
sales,  and  a  3 -week  check  showed 
the  product  was  selling  at  the  rate  of 
608  cans  per  week  or  1,824  cans  total 
for  3  weeks,  as  against  the  normal 
sale  of  1,068  cans.  This  for  21  stores 
made  an  average  of  70.8  per  cent,  in- 
crease in  sales.  No  additional  collat- 
eral advertising  was  in  progress  during 
any  test  period. 


r 


1 


In  Candy, 
Hardware, 
Haber- 
dasher 
Stores,  etc. 


90  WINDOW  AND  STORE  DISPLAY 

in.  The  product  was  a  new  kind  of  soap — ^not 
well  advertised  and  lacking  in  demand 
or  distribution — 

A  check  on  sales  for  3  weeks  showed 
only  a  total  of  52  packages  disposed 
of  by  the  dealers. 

Then,  a  small  unit  display  was  made  in 
the  same  stores  (on  the  counter),  and 
the  sales  for  the  next  3  weeks  nearly 
tripled — showing  153  packages  total, 
or  an  actual  increase  of  194  per  cent, 
in  sales. 

Similar  tests  were  made  for  candy,  hardware, 
and  haberdasher  stores,  in  each  case  selecting  one 
given  product,  and  following  sales  for  a  list  of  stores 
straight  through  for  6  weeks — the  first  3  weeks 
permitting  no  display  whatever,  and  the  next  3 
weeks  arranging  in  each  of  the  stores  a  uniform 
display  and  then  comparing  sales  for  the  two 
periods.     In  brief,  they  showed  as  follows: 

Dealers'  sales  without  the  help  of  display;    First 
3  weeks: 
15  Candy  Stores  sold  total  384  packets  of  a 
given  5-cent  confection 


DOES  DISPLAY  INCREASE  SALES?        91 


10  Auto  Supply  -    - 
14  Haberdashers 


-  -    72  plugs 

-  -  249  men's  garters 


Same  dealers'  sales  with  help  of  a  specified  display; 
Second  3  weeks: 

15  Candy  Stores  sold  total  1,074   packets  of 
same  5-cent  confection 

10  Auto  Supply  -    -    -    -     125  plugs 

14  Haberdashers  -    -     -    -     581  men's  garters 

INCREASE— 

In  candy  test       180  per  cent,  increase  in  sales 

In  auto  supply       74    " 

In  haberdashery  233    " 


a 


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cc 


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€€ 


These  figures  show  only  averages.  Of  course  the 
individual  dealer  increases  varied  greatly,  depend- 
ing on  individual  store  conditions. 

Moreover,  the  tests  were  all  conducted  from  a 
disinterested,  purely  investigative  standpoint  and 
do  not  show  fairly  what  could  be  expected  of  dis- 
play if  properly  pushed  in  connection  with  the  whole 
selling  and  advertising  campaign. 

For  the  purpose  of  demonstrating  the  value  of 


ii 


When 

Salesman 

Cooperates 


92 


WINDOW  AND  STORE  DISPLAY 


dealer  display  when  the  house  salesmen  themselves 
lend  their  earnest  cooperation,  the  following  two 
detail  tests  will  no  doubt  be  interesting. 

The  first  test  was  conducted  by  a  corps  of  dis- 
interested investigators  to  determine  the  actual 
sales  help  of  a  certain  display. 

A  number  of  stores  were  selected  and  inven- 
tory of  stock,  as  well  as  record  of  sales,  was  taken 
before  and  after  display  was  used.  The  stores 
were  situated  in  widely  separated  localities. 

It  was  found  that  total  sales  in  the  week  be- 
fore the  goods  were  in  view  of  the  customer  to- 
taled 53  packages. 

In  the  week  during  which  the  display  was  used, 
the  sales  ran  almost  three-fold — 150  packages 
having  been  sold,  a  total  increase  in  sales  of 
183  per  cent.  In  one  instance  the  increase  was 
as  large  as  500  per  cent,  over  previous  sales. 

Verv  few  dealers  seemed  to  have  any  definite 
idea  as  to  how  much  display  material  increases 
sales.  They  were  very  much  interested  in  the  test 
and  in  most  instances  were  willing  to  cooperate. 

The  second  test  was  entirely  independent  of  the 
first,  being  conducted  by  the  manufacturer  of  the 


DOES  DISPLAY  INCREASE  SALES?        93 

same  product  through  his  own  sales  force  to  deter- 
mine to  what  extent  display  would  increase  sales 
when  used  by  his  own  sales  people. 

A  comparative  sales  test  was  conducted  in  28 
stores  and  the  results  noted  in  the  following  were 
taken  from  exact  records  of  stock  and  sales  fur- 
nished by  the  manufacturer. 

In  one  week  previous  to  the  display  of  the  ma- 
terial 36  sales  of  the  article  were  made,  whereas 
in  the  week  following  the  display  sales  were  297. 
A  total  increase  of  725  per  cent!  This  figure 
does  not  include  the  increase  in  a  number  of 
stores  where  percentages  of  increase  could  not  be 
computed  because  there  were  no  sales  originally. 

Incidentally  these  two  tests — one  made  by  a  dis- 
tinctly disinterested  group  of  investigators  and  the 
other  through  house  salesmen — would  indicate 
how  advantageously  display  material  can  be  used 
when  the  sales  force  is  properly  sold  on  it. 

As  bearing  on  this  same  question  of  what  definite 
results  are  traceable  to  the  mere  fact  of  display,  the 
following  excerpts  are  quoted  from  a  trade  publica- 
tion: 

"A  certain  large  retailer  in  New  York  City  says 


I 


>f 


Experience 
of  Dealers 
with 
Windows 


Merchan- 
dise Sold 
When 
Displayed 


94  WINDOW  AND  STORE  DISPLAY 

that  from  long  experience  he  can  depend  on 
selling  from  fifteen  to  thirty-five  women's  suits 
and  dresses  ranging  in  price  from  $15  to  $50 
on  the  day  he  shows  these  goods  in  his 
window. 

"A  York,  Pa.,  retailer  who  had  a  sale  of  about 
$15  per  week  on  a  certain  60-cent  candy,  found 
that  he  had  increased  its  sale  to  an  average  of 
$100  per  week  by  devoting  a  window  each 
Saturday  to  this  candy. 

"Last  August  a  Philadelphia  store,  during  the 
time  of  a  general  furniture  sale,  placed  a  par- 
ticular bedroom  set  in  one  of  its  windows.  All 
the  sets  of  this  design  were  entirely  sold  out  in 
two  days. 

"Another  New  York  store  one  day  last  summer 
devoted  their  three  windows,  one  to  sport  coats, 
one  to  straw  hats,  and  one  to  women's  hand  bags. 
As  a  result  twenty-two  sport  coats  were  sold, 
three  hundred  and  forty-five  straw  hats,  and  $600 
worth  of  bags  during  that  day."* 

I  have  purposely  selected  records  made  during 
normal  times  (as  references  to  60-cent  candy  and 

*The  Modem  R4tailer,  Decemb«r,  1915. 


5. 

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Merchan- 
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^Vhe^ 
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Ili;il  from  loiii:  rxixM-UMur  lir  c.ni  drprnd  on 
scWmi:  from  liflivn  lo  lliirly-fivo  womcMi's  snils 
and  diwssi's  nm.i^ino  in  prico  from  $1.5  lo  $50 
i>n  ihc  ihiy  he  shows  (Iirsr  ^^omls  in  i,is 
window. 

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$l.->  ptT  wtvk  on  a  (vrlain  (i()-(vn(  candy,  fonnd 
that  ho  had  incivasod  its  sah^  io  an  avora^'o  of 
^\00  per  wook  hy  dovotino-  a  window  each 
Salurtlay  to  tliis  candy. 

*i.ast  Aniiiist  a  Fhilaih^lphia  store,  (hiring  the 
tiiJic  of  a  ovncral  fnrnitnrc  sale,  placed  a  par- 
ticnlar  hcch'ooni  set  in  one  of  its  windows.  All 
tlie  sets  of  this  desii^m  were  entirely  sold  out  in 
two  da  vs. 

« 

-Another  New  York  store  one  day  last  summer 
devoted  their  tliree  windows,  one  to  sport  coats, 
one  to  straw  hats,and  one  to  women's  hand  bags. 
As  a  result  twenty-two  sport  coats  were  sold, 
three  liundredand  forty-five  straw  hats,and  $G00 
worth  of  bags  during  that  day."* 

I  have  purposely  selected  records  nuule  durin^ 
normal  times  (as  references  to  GO-cent  candy  and 

*Tkt  Modern  Rgtailer,  Decemb«r,  1915, 


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DOES  DISPLAY  INCREASE  SALES? 


95 


fifteen-dollar  suits  show)  as  these  indicate  normal 
reaction  to  display  in  ordinary  times. 

It  would  pay  every  manufacturer  to  make 
specific  tests  for  himself  to  see  just  what  increase 
might  be  expected  for  his  own  product  in  his  own 
dealers'  stores. 

Such  tests  are  easily  arranged,  a  little  tact  in 
handling  dealers  and  details  of  checking  being  all 
that  is  required.  Properly  managed,  the  dealers 
and  clerks  themselves  become  hugely  interested  in 
the  tests.  However,  emphasis  must  be  laid  on  the 
fact  that  the  work  of  checking  stock  and  recording 
sales,  before  using  and  during  use  of  display,  must 
be  handled  independently  of  the  dealer,  and  con- 
ducted in  an  absolutely  uniform  way,  so  that  the 
results  will  represent  actual  facts  and  not  what  you 
may  want  to  prove. 

What  you  want  is  information,  not  confirmation 
of  your  own  foregone  conclusions. 

Merchants  themselves  don't  know  the  possibili- 
ties in  dealer  display. 

Many  manufacturers  don't  know  their  own  mar- 
ket possibilities. 

This  has  been  demonstrated  over  and  over  again 
by  manufacturers  who  have  taken  the  trouble  to 


Manufac- 
turers 
Should 
Make 
Specific 
Tests 


More 

Business 

Procurable 


DOES  DISPLAY  INCREASE  SALES? 


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/. 


CrUMTi-doIlar  suils  sliovvj  as  llicsc  iiidicalc  normal 
read  ion  to  dlspliiy  in  ordinary  times. 

I(  would  pay  every  manufaeturer  lo  make 
specific  tests  for  himself  to  see  just  what  increase 
ini^ht  he  expected  for  his  own  product  in  his  own 
dealers'  stores. 

Such  tests  are  easily  arran^^'d,  a  little  tact  in 
handling  dealers  and  details  of  checking  being  all 
that  is  required.  Properly  managed,  the  dealers 
and  clerks  tliemselves  })ecome  hugely  interested  in 
the  tests.  However,  emphasis  must  be  laid  on  the 
fact  that  the  work  of  checking  stock  and  recording 
sales,  before  using  and  during  use  of  display,  must 
be  handled  independently  of  the  dealer,  and  con- 
ducted in  an  absolutely  uniform  way,  so  that  the 
results  will  represent  actual  facts  and  not  what  vou 
may  want  to  prove. 

What  you  want  is  inform  at  ion,  not  confirmation 
of  your  own  foregone  conclusions. 

Merchants  themselves  don't  know  the  possibili- 
ties in  dealer  display. 

Many  manufacturers  don't  know  their  own  mar- 
ket possibilities. 

This  has  been  demonstrated  over  and  over  again 
by  manufacturers  who  have  taken  the  trouble  to 


Manufac- 
turers 
Should 
Make 
Specific 
Tests 


More 

Business 

Procurable 


96 


WINDOW  AND  STORE  DISPLAY 


Immediate 

Definite 

Returns 


do  a  little  specific  analyzing  for  themselves  in  a 
given  territory,  and  have  gone  at  the  problem  of 
fitting  a  sales  and  advertising  plan  which  will 
reach  in  and  ladle  out  those  market  possibilities. 
Too  many  of  us  just  skim  off  the  top,  which  is  the 
easiest  way. 

Too  many  merchants  and  manufacturers  simply 
sit  back  and  rest  on  thtir  oars  after  a  few  sweeps 
and  expect  the  natural  momentum — and  the  eco- 
nomic currents  and  eddies — to  carry  salesmanship 
into  safe  harbor. 

Window  and  store  display  is  one  form  of  adver- 
tising on  which  you  can  actually  check  increase  in 
sales  and  get  returns  immediately. 

It  is  safe  to  say  that  on  the  average,  the  mere 
fact  of  dealer  display  will  show  a  sales  increase 
varying  from  25  per  cent,  to  200  per  cent,  depend- 
ing on  nature  of  product,  locality,  season,  etc. 
With  the  knowledge  definitely  established  of  how 
much  display  does  increase  sales,  it  remains  for  the 
manufacturer  to  use  this  principle  in  his  selling  and 
advertising  plan. 


CHAPTER  XV 

THE  FETISH  OF  "SIZE" 

ONE  of  the  delusions  about  dealer  display  is 
the  notion  that  size  is  the  chief  element  of 
effectiveness. 

Dominance  is  indeed  the  first  criterion  in  Adver- 
tising; but  it  is  necessary  to  perceive  that  domi- 
nance is,  after  all,  an  effect  on  the  human  eye,  or 
rather  on  the  optical  centres  of  the  brain.  Domi- 
nance is  an  idea  in  the  mind,  a  reaction  to  the  sense 
stimulus— not  the  stimulus  itself. 

This  is  clearly  seen  by  a  little  reflection. 

For  instance,  you  can  level  a  man  flat  by  a  black- 
jack blow  and  he  won't  even  know  what  happened 
to  him.  You  have  floored  him  physically,  by  brute 
strength,  and  the  result  is  you  have  deadened  any 
mental  reaction  instead  of  exciting  it.  The  whole 
effect  of  the  blackjack,  or  of  any  brute  force,  is 
physical.  But  take  a  fine  drill  and  insert  it  in  the 
tooth  and  bur-r  away  and  you  have  an  instance  of 
a  very  small  sense  stimulus  producing  an  intense 


What  Is 
*'Doml- 
nance"? 


Physical 
Effect  or 
Mental 
Effect 


98 


WINDOW  AND  STORE  DISPLAY 


THE  FETISH  OF  "SIZE" 


99 


Dominance 
Is  Ejrtension 
of  Impress 


Tricking 
the  Eye 


reaction.     A  very  small  sense  area  is  affected,  but 
the  whole  mind  is  wrapped  up  in  the  experience. 

Dominance  is  degree  of  absorption  in  the  idea 
presented  to  you. 

The  flash  of  a  diamond  ring  or  scarfpin  may  take 
your  attention  entirely  off  of  what  a  man  is  saying 
to  you.  The  chic  and  style  of  a  new  gown  may 
keep  you  from  seeing  what  kind  of  woman  is  wear- 
mg  it.  An  inharmonious  picture  in  a  room,  or  an 
ugly  spot  on  the  wall  paper  or  carpet  may  be  to 
you  the  most  dominating  impression  from  the 
whole  ensemble. 

Dominance  is  not  merely  the  amount  of  space 
used  up  to  get  an  impression— dominance  is  the 
impression.  You  get  it  or  you  don't  get  it.  For 
instance,  a  few  years  ago  16  pages  were  used  in  one 
number  of  a  well-knowTi  national  magazine  for  one 
advertisement,  and  outside  the  circles  of  advertis- 
ing men  you  can  wager  not  one  man  in  a  hundred 
will  recall  the  advertisement  if  you  ask  about  it. 
Advertising  men  would  remember,  of  course,  be- 
cause  it  is  one  of  the  literary  curiosities  of  the  pro- 
fession. 

Dominance  is  not  a  physical  but  a  mental  effect. 
They  who  know  the  laws  of  the  human  eye  can 


A 


A. 


I 1 


trick  it  into  an  impression  of  size  or  area  or  height 

or  breadth  entirely  at  variance  with  the  actual 

measurements. 

Fig.  1,  for  instance,  shows  exactly 

the  same  square  block  of  space,  but 

handled  in  four  different  ways  to  pro- 
duce   different    delusions.      A  looks 

taller  than  B,  because  of  the  long 

lines,  whereas  the  horizontal  panels 

of  B  increase  the  breadth  of  the  space 

(apparently) .     But  if  you  fill  in  these 

upright  lines  with  close  stripes,  as  in 

C,  the  space  immediately  looks  wider 

because  the  eye  runs  quickly  down 
the  fine  lines  but  is  halted  at  every 
step  when  it  sweeps  across  the  lines. 
Thus  D  looks  much  taller  than  C. 

Or,  take  Fig.  2— the  same  horizontal 
line  is  altered  in  its  optical  effect  very 
greatly  by  small  diagonal  lines  at  each 
end— the  same  length  lines  in  every 
case  for  figure  A  and  figure  B,  but  by 
their  direction  they  alter  the  judgment  of  the  eye 
completely. 

Color  also  creates  delusions  of  size— a  room 


C, 


FIG.   1 


Color 

Contributes 
to 

Dominance 


100        WINDOW  AND  STORE  DISPLAY 


Restless 
Designs 


<r 


> 


> 


B. 


Fig.  2 


< 


papered  in  blue  seems 
larger  than  one  papered 
in  red,  because  blue  is  a 
receding  color,  whereas 
red  advances.  Or  sup- 
posing it  were  papered  (Fig.  1)  in  a  very  light  blue 
and  then  in  a  very  dark  blue— the  effect  of  the 
lighter  shade,  although  both  are  blue,  is  to  make 
the  room  apparently  very  much  larger. 

Still  another  factor  in  judging  size  is  the  extent 
to  which  the  design  is  cut  up  or  cluttered  up  in  the 
space  area— the  same  size  treated  with  broad  open 
spaces  gives  an  effect  of  bigness,  which  is  partly 
the  result  of  effect  on  the  eye  but  also  very 
much  the  effect  of  the  mental  impression  it  gives 
you. 

Japanese  art  shows  this  conspicuously.  Seem- 
ingly no  space  Hmitation  was  too  small  for  worth- 
while results,  in  the  hands  of  those  artist-craftsmen 
who  applied  decorations  to  the  ancient  lacquer  of 
Japan;  or  for  those  inspired  brush-men  who 
painted  the  kakemono  strips  only  10  inches  wide, 
or  the  5-inch  "post  hiders,"  giving  visions  of  all 
outdoors.  The  effect  from  space  all  depends  on 
how  you  handle  it. 


I 


THE  FETISH  OF  "SIZE" 


101 


Munsterberg  has  called  attention  to  the  fact  that 
a  full  page  in  a  small  sheet  magazine  gives  more 
dominance  than  a  half  page  in  a  magazine  which  is 
actually  three  times  as  large,  though  the  half  page 
measures  a  larger  area  than  the  full  page.  The 
impression  of  size  depends  on  the  space  limits  to 
which  the  mind  has  adjusted  itself. 

But  even  arguing  solely  from  the  point  of  view 
of  what  the  manufacturer  himself  gets  out  of  it,  let 
us  consider: 

The  most  selfish  purpose  the  manufacturer  has 
in  view  is  Brand  emphasis. 

The  reason  he  wants  size  is  because  he  thinks 
size  is  synonymous  with  emphasis. 

A  central  window  cutout  not  too  large,  flanked 
by  auxiliary  smaller  pieces  which  repeat  the  brand 
suggestion,  makes  a  better  and  more  adaptable 
display  than  one  huge  display  piece. 

Furthermore,  the  smaller  cutout  plus  auxiliary 
material  is  more  economically  distributed  and 
easier  to  install.  Frequently  the  dealer  can  use 
two  medium-size  cutouts  in  one  window.  In  the 
case  of  small  units,  he  will  take  a  half  dozen  and 
pattern  them,  as  it  were,  throughout  his  window 
which  almost  invariably  catches  the  eye,  which 


Size  Is 
Relative 


Brand 
Emphasis 
Not  Matter 
of  Size 


Danger  in 
Manufac- 
turer's 
Viewpoint 


How  Size 
AflFects  Use 
by  Dealers 


102        WINDOW  AND  STORE  DISPLAY 

traveling  from  unit  to  unit  gets  the  brand  name 
committed  to  memory  almost  unconsciously. 

The  manufacturer  usually  favors  the  largest 
possible  size  in  his  dealer  display.  This  is  because 
he  takes  the  natural  but  wholly  illogical  view  that 
the  purpose  of  the  display  is  to  serve  his  interests 
purely-thus,  here  is  a  certain  amount  of  space,  let 
me  therefore  use  it  for  all  I  am  worth,  to  the  end 
that  I  shall  get  the  greatest  possible  pubhcity  value 
from  it. 

The  manufacturer  fails  to  reckon  with  the  other 
fellow,  the  dealer,  who  also  is  actuated  by  his  own 
self-interest,  according  to  his  lights. 

The  primary  thing  to  remember  about  display 

space  at  the  dealers  is  this-^V  does  not  exist  for  you 

until  it  is  granted  you.     It  can  only  he  granted  hy  the 

Savor  0/  the  dealer,     Therefcrre  cater  to  the  dealer  view 

of  it. 

Size— like  every  other  element  in  dealer  display 
—must  be  considered  from  the  standpoint  of  the 
dealer. 

After  taking  actual  measurements  of  dealer 
stores,  in  all  lines  and  in  cities  of  various  sizes,  in 
many  different  parts  of  the  country,  in  1912-13 
the  writer  was  forced  to  accept  what  was  then  an 


THE  FETISH  OF  "SIZE" 


103 


entirely  new  viewpoint  in  the  matter  of  size,  and 
realized  that  many  manufacturers  had  been  wast- 
ing huge  sums  by  supplying  displays  which  the 
average  dealer  found  too  large  for  the  space  avail- 
able. In  order  to  get  display  cooperation  it  is 
necessary  to  fit  the  material  to  the  average  win- 
dows into  which  the  display  is  to  go. 

This  may  be  astounding  to  many  manufacturers, 
for  there  are  many  manufacturers  whose  first  de- 
sire in  their  display  material  is  sheer  bigness. 
However,  this  is  getting  to  be  more  and  more 
the  mark  of  the  inexperienced.  Experience  teaches 
year  after  year  that  no  matter  how  big  and  attrac- 
tive the  manufacturer's  display,  it  loses  out  if  the 
dealer  can't  or  won't  use  it. 

Smaller  material  has  proved  in  practice  the  bet- 
ter investment  for  the  manufacturer.  Here  are 
some  of  the  reasons : 

1.  Larger  distribution  possible,  since  all  dealers 

can  utilize  it. 

2.  More  adaptable  to  the  peculiar  needs  of  the 

large  dealers,  who  give  emphasis  to  the 
merchandise  itself,  when  trimming  win- 
dows, using  manufacturer's  display  ma- 


,' 


■' 


Smaller 
Material 
More 

Practical  in 
Most  Cases 


104         WINDOW  AND  STORE  DISPLAY 

terial  as  accessory  to  their  merchandise 
layouts. 

3.  More  economical  to  produce. 

4.  In  case  dealer  has  selected  a  special  color 

scheme  for  window,  there  is  less  likelihood 
of  small  material  proving  out  of  harmony, 
whereas  a  huge  display  has  its  own  insistent 
color  scheme. 

5.  More  likehhood  of  material  being  used  inside 

for  ledge  or  counter  display,  when  it  has 
served  its  purpose  in  the  window,  thus  add- 
ing life  to  the  material. 

6.  Easier  to  distribute  to  the  dealer. 

7.  More  economical  to  transport. 

Small  and  medium-sized  material  can  have  all  the 
dominating  effect  of  much  larger  material  if  the 
artist  uses  the  proper  care  in  color  and  design 
arrangement. 


(' 


t 


CHAPTER  XVI 

PICTURES  MAKE  THE  MIND  ACT 

PSYCHOLOGISTS  tell  us  "There  is  probably 
no  fact  in  the  whole  of  psychology  that  is 
more  significant  and  profound  than  the 
one  that  shows  us  the  Imagination  as  the  source 
and  starting  point  of  all  our  actions.  Every 
thought  or  concept  that  is  conceived  bears  in  it  a 
potential  energy  that  leads  inevitably  to  expression 
of  some  kind."  * 

Modern  advertising  has  for  its  problem:  How 
best  to  stimulate  this  faculty  of  Imagination  in 
such  way  as  to  lead  to  some  act  desired  from  the 
Public.  Its  object  is  to  arouse  a  mental  image  in 
each  mind  favorable  to  the  product  advertised,  and 
to  do  this  in  the  way  and  under  the  circumstances 
which  will  lead  most  easily  and  naturally  to  ex- 
pression— i.e.,  action. 

Pictures  in  the  mind  are  what  make  sales  for  all 
of  us. 

•Elizabeth  Severn,  "Psychology  of  Behaviour,"  p.  135. 

105 


fi 


Importance 

ef 

Imagination 


Pictures 
Stimulate 
the  Desired 
Reaction 


I 


Study 
Motives 


106        WINDOW  AND  STORE  DISPLAY 

A  common  aphorism  is  "Pictures  teach  better 
than  words."  This  is  true  because  (1)  A  picture 
gets  attention  quicker  and  (2)  Stimulates  the 
Imagination  more  completely — i.  e.,  the  result  to 
the  mind  is  a  clearer  cut,  sharper  mental  image 
than  if  the  mind  is  left  to  build  its  own  image  from 
words  only. 

The  degree  of  sharpness  of  the  mental  image  is 
what  gives  vividness  and  reality  and  on  this  sense 
of  reality  hinges  action. 

Hence,  if  you  want  to  get  action  via  dealer  dis- 
play: Plant  a  picture  which  will  register  with 
vividness  and  reality  in  the  mind  of  the  consumer. 

How  can  you  do  this.^  By  learning  to  analyze 
motives  from  the  consumer's  point  of  view. 

The  right  picture  in  dealer  display,  as  with  all 
advertising,  hinges  on  getting  the  motive  which 
offers  the  most  powerful  appeal. 

Indeed,  Advertising  Men  must  take  a  leaf  from 
the  lawyers  and  learn  to  look  jcyr  motives,  if  they 
hope  to  solve  the  riddle  of  human  acts. 

But  motives — luckily — are  no  longer  the  mys- 
tery we  once  supposed.  The  practical  psychology 
of  the  past  twenty  years  has  made  us  all  familiar 
with  the  simple  reactions  of  the  human  mind     It 


< 


PICTURES  MAKE  THE  MIND  ACT      107 

is  possible  to  chart  motives.     There  is  no  human 
act  which  cannot  be  traced  for  its  origin  back  to 
some  one  of  the  nine  recognized  impelling  motives 
Gain  Pride 

Caution  Justice 

Fear  Hate 

Sentiment  Reason 

Ambition 

Says  W.  F.  Barnard:  "Effective  advertising 
is  aimed  at  impulse  and  motive.  .  .  .  The 
process  is  one  of  finding  the  line  of  least  resist- 


ance. 


>» 


In  other  words,  determine  the  right  appeal, 
whether  to 

Gain — of  property,  security,  or  self-gratification 
Caution — forethought,  inhibition,  timidity 
Fear — human  weakness,  distrust,  apprehension 
Sentiment — love  of  children,  love  of  family,  love 

of  brother  man,  love  of  home 
Ambition — desire  for  power,  for  achievement,  for 

recognition 
Pride — of  appearance,  love  of  show,  of  applause 

of  others 
Justice — sense  of  duty,  honesty,  love  of  the  right 


Motives 
Explained 


Complex 
Origin  of 
Motives 


108        WINDOW  AND  STORE  DISPLAY 

Hate — destruction 

Reason — logic,  judgment,  truth 

Under  self-gratification  which  falls  in  the  classi- 
fication of  Gain  comes  satisfaction  of  appetite.  This 
motive  is  mentioned  in  particular  as  it  has  been 
played  up  to  very  successfully  by  distributors  of 
food  products  and  even  in  the  promotion  of  the  sale 
of  articles  other  than  food,  as  for  example,  tobacco. 

It  is  a  recognized  fact  that  picturization  of  food 
such  as  steaming  ham,  succulent  greens,  luscious 
lemon  pie,  crisp  salads,  and  refreshing  lemonade 
acts  upon  the  gastronomic  desires  and  works  an 
appeal  as  effective  to-day  under  the  influence  of 
civilization  as  was  the  appeal  of  food  to  man  in  his 
early  savage  state.* 

Action  follows  on  the  appeal  to  the  right  motive; 
and  the  motive  is  determined  for  the  individual  by 
a  complex  of  many  things  resulting  from  the  triple 
roots  of  Heredity,  Environment  and  Originality. 
See  the  chart  page  109. 


♦Compare  Reinach  in  his  "History  of  Art  Throughout  the  Ages":  "It  is  in  fact  to  be 
noted  that  all  the  animals  represented  by  quaternary  art  (a  period  ending  some 
10,000  to  H.OOO  years  before  Christ)  are  of  the  comestible  kinds,  wbifh  savages  en- 
graved or  painted  in  order  to  attract  them  by  a  sort  of  magic  sympathy.  Civilized 
man  mik.-s  b3rperbolic  use  of  the  exprersion  'the  magic  of  art.'  The  primitives  act- 
u;llv  belii"ved  in  it." 


PICTURES  MAKE  THE  MIND  ACT       109 


Heredity 


X 


Environment 


Originality   I 


z 


INDIVIDUAL 


MOTOR    IMPULSES 


ANALYSIS   OF   IMPELLING   MOTIVES 

This  chart  demonstrates  the  large  field  covered  by  the  major  im- 
pulses and  their  expressions.  It  shows  the  angles  of  influence  through 
which  approaches  may  be  devised  to  carry  any  commodity  through 
the  whole  gamut  of  publicity. 


Importance 

of 

Emotion 


Chance  for 
Inhibitions 


110        WINDOW  AND  STORE  DISPLAY 

Quoting  again  from  Barnard :  "  Who  has  failed 
to  observe  that  his  fellow  beings  do  not  as  a  rule 
express  any  one  of  the  elements  (Feeling,  Will,  and 
Intellect),  purely  and  by  itself,  but  that  emotion 
(Feeling)  is  qualified  by  judgment— (Intellect)— 
and  vice  versa  while  often  judgment  is  held  in 
check  by  Will  or  determination?"* 

Emotion  dominates  human  conduct  and  "both 
intellect  and  will  are  chiefly  used  to  give  force  and 
direction  to  objects  of  emotion  or  desire."  .  .  . 
"The  appeal  to  feelings  and  emotions  carries  the  day. 
The  advertising  lure  may  make  much  of  reason, 
but  it  will  appeal  to  reason,  if  it  does  appeal, 
mainly  through  the  agency  of  pride,  ambition,  love, 
faith,  fear,  or  some  other  motive  force.''* 

The  plain  fact  is  that  this  appeal  to  the  emotions 
is  the  whole  secret  of  advertising  which  arouses 
desire. 

And  particularly  is  this  true  of  dealer  display 
where  action  on  motor  impulse  is  intended  to  follow 
immediately.  Emotional  action  is  quick  action, 
held  back  only  by  Determination  or  Judgment— 
what  the  psychologists  call  Inhibition.  If  the 
emotional  appeal  is  strong,  it  tends  to  dominate  all 

♦Barnard's  "The  Buying  Impulse," 


PICTURES  MAKE  THE  MIND  ACT       111 

contrary  influences — unless  the  individual  has  rare 
self-discipline,  or  is  in  the  grip  of  circumstances 
which  render  action  impossible  at  the  time. 

For  example — a  mother  sees  a  pretty  dress  on 
display  and  instantly  pictures  the  dress  on  her 
daughter.  The  appeal  is  to  emotion  (specifically 
the  sentiment  of  parental  love).  But  the  child  for 
some  reason  needs  the  discipline  of  denial  and  the 
mother  determines  to  resist  this  appeal  to  her  emo- 
tion. Result,  no  sale.  Or,  another  negative  in- 
fluence arises,  the  fact  that  the  daughter  already 
has  all  the  dresses  she  needs,  or  the  fact  that  the 
dress  is  too  expensive  for  the  purse  of  the  mother. 
The  mother  then  exercises  Judgment.  In  other 
words,  the  Motor  Act  has  been  inhibited — result, 
no  sale  is  made. 

It  follows  inevitably  that  the  longer  the  time  that 
elapses  between  the  arousing  of  the  Emotion  and  the 
Act,  the  more  chances  there  are  that  inhibition  will  set 
in — or  that  the  emotion  of  itself  will  subside  and 
actually  fade  out  of  the  customer's  mind.  But  here 
again,  remember  that  no  idea  ever  really  disappears 
but  leaves  its  "scar"  in  the  substance  of  the  brain, 
to  be  jolted  to  fresh  activity  if  ever  again  the  right 
reminder  reaches  the  brain.    Herein  lies  the  whole 


Reflection 

Retards 

Action 


Action  on 
Impulse 


112        WINDOW  AND  STORE  DISPLAY 

basis  for  General  Publicity,  which  seeks  to  impress 
the  consumer's  mind  again  and  again  with  the 
Brand  name,  so  that  when  the  time  of  need  comes 
around  eventually  these  old  "scars"  will  uncover 
themselves  and  the  consumer  will  tend  to  select  that 
specific  brand.  It  is  an  immutable  theory.  And 
it  works  out  in  practice.  But  it  takes  time — and 
time — just  t-i-m-e  is  your  element  of  greatest  ex- 
pense in  Advertising! 

The  virtue  of  dealer  display  is  that  it  provides 
every  condition  to  hasten  Action — and  thereby 

(1)  Reduces  the  chance  for  negative  influences. 

(2)  Cuts  down  the  expense  factor  of  Time  in  get- 

ting results  from  the  Advertising. 

In  other  words,  it  capitalizes  on  the  working 
methods  of  the  human  mind  to  the  advantage  of 
the  Advertiser. 


CHAPTER  XVII 

ANALYZING  A  PRODUCT  FOR  DISPLAY 

PICTURIZATION  must  be  vivid  if  it  is  to 
make  the  mind  act. 
Vividness  or  emphasis  comes  from  stress- 
ing "the  big  idea"  and  making  all  else  subordinate 
to  that. 

It  calls  for  elimination  even  where  this  means 
sacrifice — ^like  the  pinching  off  of  many  buds  in 
order  to  insure  one  perfect  fruit  or  flower. 

Art,  w^e  know,  consists  in  producing  unity  out  of 
multiplicity  of  impressions — and  the  rapid-fire  art 
of  display  needs  this  even  more  than  "art  for  art's 
sake"  needs  it. 

For  the  proper  unmistakable  emphasis  of  the  one 
biggest  thing  in  the  display,  all  the  other  factors 
must  be  re-appraised,  and  the  relatively  less  im- 
portant put  where  they  Vvill  be  after-beats  of 
attention,  or  repetitions  of  suggestions,  thus  sup- 
porting the  one  big  or  main  idea. 

Some  things  will  have  to  be  eliminated  totally, 

113 


The  **Big 
Idea" 


m. 


il 


Must 
Make 
Sacrifice 


Peculiar 
Needs  of 
Display 


114        WINDOW  AND  STORE  DISPLAY 

not  because  they  have  no  value,  but  because  their 
very  value  will  tend  to  distract  and  compete  with 
the  main  theme  or  big  idea. 

These  sacrifices  are  often  painful,  but  none  the 
less  necessary.  A  really  good  display  idea  which 
originated  with  the  manufacturer  himself  should  be 
turned  over  to  the  expert  for  adaptation  for  display 
before  going  too  far  with  specifications,  or  results 
may  prove  disappointing. 

Display  has  its  own  needs  and  when  an  advertiser 
has  not  been  accustomed  to  thinking  along  the  lines 
of  display  requirement,  he  is  too  apt  to  assume 
that  the  laws  of  layout  and  rules  of  art  which  have 
served  so  admirably  in  magazine  and  newspaper 
space  are  all  that  is  needed  for  display  material  for 
store  or  window. 

Dealer  Display  is  no  side-line  in  Advertising. 

Thinking  in  terms  of  window  display  is  a  differ- 
ent practice  from  thinking  in  terms  of  magazine 
space.  Some  of  the  things  learned  by  window 
dressers  can  be  adapted  to  the  uses  of  lithographed 
ready-made  displays,  and  all  of  the  established  rules 
of  art  on  the  subject  of  design,  contrast,  and  color 
are  indispensable.  But  having  reached  this  point 
the  path  of  Display  follows  a  course  unto  itself. 


M 

<  1 


THIS   DISPLAY   COMBINES   TWO   FUNCTIONS 

(1)  Dominates   the   window   as   a   Wright    & 
Ditson  display  and 

(2)  Provides   a   picture   suggestion  to  appeal 
to  lovers  of  athletics. 


114 


WINDOW  AND  STORE  DISPLAY 


Must 
Make 
Sacrifice 


Peculiar 
Needs  of 
Display 


not  because  they  have  no  value,  but  because  their 
very  value  will  tend  to  distract  and  compete  with 
the  main  theme  or  big  idea. 

These  sacrifices  are  often  painful,  but  none  the 
less  necessary.  A  really  good  display  idea  which 
originated  w  ith  the  manufacturer  himself  should  be 
turned  over  to  the  expert  for  adaptation  for  display 
before  going  too  far  with  specifications,  or  results 
may  prove  disappointing. 

Display  has  its  own  needs  and  when  an  advertiser 
has  not  been  accustomed  to  thinking  along  the  lines 
of  display  requirement,  he  is  too  apt  to  assume 
that  the  laws  of  layout  and  rules  of  art  which  have 
served  so  admirably  in  magazine  and  newspaper 
space  are  all  that  is  needed  for  display  material  for 
store  or  window. 

Dealer  Display  is  no  side-line  in  Advertising. 

Thinking  in  terms  of  window  display  is  a  differ- 
ent practice  from  thinking  in  terms  of  magazine 
space.  Some  of  the  things  learned  by  window 
dressers  can  be  adapted  to  the  uses  of  lithographed 
ready-made  displays,  and  all  of  the  established  rules 
of  art  on  the  subject  of  design,  contrast,  and  color 
are  indispensable.  But  having  reached  this  point 
the  path  of  Display  follows  a  course  unto  itself. 


Tins   DISPLAY   COMBINES    TWO    FUNCTIONS 

(1)  Dominates   the    window   as   a   AVright    & 
Ditson  display  and 

(2)  Provides   a   picture   suggestion  to  appeal 
to  lovers  of  athletics. 


ANALYZING  A  PRODUCT 


115 


THIS   DISPLAY    FULFILLS    TWO   MAIN   FUNCTIONS 

(1)     Brand  domination 

(^)     Selling  argument  with  a  hint  of 

(3)     Environment  in  the  tile  effect  and  sanitary 
suggestion  of  the  blue-and- white  color  scheme. 


On  the  one  hand,  a  display  is  not  a  magazine 
page  eighteen  inches  from  the  consumer's  eye — 
neither  is  it  the  blank  side  of  a  building  or  a  bill- 
board. A  dealer  display  can't  "do  as  it  pleases," 
for  it  has  no  rights  save  those  accorded  it  by  the 
dealer.  It  is  essentially  a  guest  and  must  behave 
with  that  same  sense  of  decorum. 

A  display  for  the  dealer  has  three  possible  func- 
tions and  can  only  be  successful  when  it  fulfils  some 
one  of  the  three,  although  far  better  to  combine  all 
three  functions.     Thus: 

1.  Dominate  the  window — Feature  the  brand 

name  or  package  or  the  seasonable  sugges- 
tion. The  brand  name  should  be  con- 
spicuous without  offending  good  taste. 

2.  Emphasize  the  selling  argument — bearing  in 

mind  the  need  to  make  some  one  particular 
argument  stand  out;  as  otherwise  the 
strength  of  impression  is  vitiated  by  strad- 
dling attention. 

3.  Set  off  the  merchandise — providing  an  en- 

vironment, whether  of  (1)  Suggestion,  (2) 
Color  interest,  or  (3)  Inviting  arrangement 
of  design. 


Display 
Space 

Differs  from 
Other  Space 


Three 
Functions 
of  Displ^ 


IS-. 


ANALYZING  A  PRODUCT 


115 


THIS    DISPLAY    FULFILLS    TWO    MAIN    FUNCTIONS 

(1)     Bniiid  (loiuiiuitiou 

(•2)     Selling  argimu'ut  with  a  hint  of 

(3)     Environment  in  the  tile  effeet  and  sanitarv 
suggestion  of  the  blue-and-white  color  scheme. 


m 


On  the  one  hand,  a  display  is  not  a  magazine 
page  eighteen  inches  from  the  consumer's  eye — 
neither  is  it  the  blank  side  of  a  building  or  a  bill- 
board. A  dealer  display  can't  "do  as  it  pleases," 
for  it  has  no  rights  save  those  accorded  it  by  the 
dealer.  It  is  essentially  a  guest  and  must  behave 
with  that  same  sense  of  decorum. 

A  display  for  the  dealer  has  three  possible  func- 
tions and  can  only  be  successful  when  it  fulfils  some 
one  of  the  three,  although  far  better  to  combine  all 
three  functions.     Thus: 

1.  Dominate  the  window — Feature  the  brand 

name  or  package  or  the  seasonable  sugges- 
tion. The  brand  name  should  be  con- 
spicuous without  offending  good  taste. 

2.  Emphasize  the  selling  argument — bearing  in 

mind  the  need  to  make  some  one  particular 
argument  stand  out;  as  otherwise  the 
strength  of  impression  is  vitiated  by  strad- 
dling attention. 

3.  Set  off  the  merchandise — providing  an  en- 

vironment, whether  of  (1)  Suggestion,  (2) 
Color  interest,  or  (3)  Inviting  arrangement 
of  design. 


Display 
Space 

Differs  from 
Other  Space 


Three 
Functions 
of  Displ^ 


Established 
Character 
of  Display 


Determine 

Dominant 

Idea 


i^ 


Hi 


116        WINDOW  AND  STORE  DISPLAY 

But  now,  knowing  the  function,  what  is  the  next 
step  in  planning  a  display? 

Clearly  the  next  thing  is  to  establish  its  Charac- 
ter. This  is  a  twofold  problem,  for  the  character 
must  fit  not  only  the  (1)  Product  but  the  (2)  Kind 
of  Dealer. 

If  a  display  is  "out  of  character"  on  either 
point,  it  is  no  good  commercially. 

With  the  Function  and  Character  of  the  display 
material  clearly  in  mind,  as  outlined  above,  the 
next  consideration  is  the  Dominant  Idea. 

Out  of  the  mass  of  possible  ideas  must  be  selected 
the  one  most  fruitful  idea,  i.  e.,  the  idea  best  cal- 
culated to  attract  attention  or  induce  the  desired 
action  or  create  an  unforgettable  impression,  ac- 
cording to  the  specific  object  in  view. 

But  get  this: 

A  dominant  Idea  does  not  always  have  to  be  a 
selling  idea,  although  as  a  matter  of  practice  it 
usually  is  the  principal  selling  argument.  The 
following  are  all  possible  considerations  in  the 
search  for  the  Dominant  Idea  for  a  given  display : 

1.  Principal  sales  argu  nent. 

2.  Some  novel  sales  arr^ument. 


1 


ANALYZING  A  PRODUCT 


117 


3.  Timeliness  of  appeal 

4.  Quality  Suggestion 

5.  Dominant  representation — of  name  or  pro- 

duct 

6.  Catering  to  the  dealer. 

The  Dominant  Idea  may  partake  of  the  nature 
of  one  or  more  of  the  above,  but  it  must  essentially 
be  a  single  idea.  No  window  was  ever  large 
enough  for  two  ideas  although  it  is  possible  to 
"get  by"  with  several  ideas  if  all  but  one  are 
forcibly  subordinated.  Ideas  have  an  insistent 
way  about  them  and  they  actually  fight  for  exist- 
ence !  It  must  be  a  case  of  the  survival  of  the  most 
fit. 

Of  course,  in  all  Advertising,  the  greatest  thing 
is  to  find  something  different  to  advertise.  It's 
the  difference  that  distinguishes  the  branded  steer 
from  the  common  herd.  Take  a  product  in  your 
hand  and  consider  it  for  display.  Immediately 
it  starts  a  chain  of  thought — a  lot  of  varied  ideas 
shoot  by,  but  these  are  only  way-stations  until 
you  come  to  the  one  different  idea  which  distin- 
guishes that  brand.  Immediately  your  train  of 
thought  slows  up  and  you  halt  at  the  Station-of-a- 


The 

* 'Different" 

Idea 


' 


Simplicity 

and 

Eliminatioii 


118        WINDOW  AND  STORE  DISPLAY 

Different-Idea.  All  the  other  ideas  are  suppressed 
as  they  pass  in  review,  leaving  you  finally  alone 
with  the  one  most  fruitful  idea.  The  diagram  on 
page  119  shows  this. 

Simplicity  is  the  keynote  of  window  advertising 
that  is  successful. 

Simplicity  and  its  partner  Elimination  work  as 
one. 

The  display  must  tell  an  interesting  story  and 
tell  it  quickly. 

Simple  windows  sell  the  most  goods. 

The  principal  test  of  a  good  display  is  what  you 
leave  out,  rather  than  what  you  put  in. 

Experience  proves  this  is  so. 

But  sometimes  new  advertisers  find  it  hard  to 
see  the  need  to  sacrifice  some  part  of  the  selling 
story ! 


ANALYSIS  FOR  DISPLAY 

Name  of  Produci:.l>C.U.^l€<^.What  is  it-fe!^-^5-i?. 
Points  to  consider  For  possible  appeal  to  consumer. 


USE? 


QUALITY  ? 


PRICE  ? 


-Gu 


<«- 


^ 


caj^Y^-^-^-tL 


s-o-a-tk^ 


H'VO 


PRESTIGE  ? 


CLIENTELE? 


NOVELTY  ? 


APPEAR^NCE? 


NAME? 


^^ 


•VVo 


_<JL.»*  ■■<CfcL»- 


-^-"-^ 


-vv-vJCdULx- 


clX-c*--!>-^ 


-v^xHp^-« 


,>-4t"«.'*->% 


Conclusiort: 


m 


119 


IM 


Sympathetic 

Artist 

Essential 


CHAPTER  XVIII 

THE  ART  SIDE  OF  IT 

WHEN  it  is  once  settled  what  kind  of  dis- 
play will  (1)  get  the  dealer's  window  and 
(2)  tell  the  advertiser's  story,  you  are 
then  ready  to  call  in  the  artist  and  put  your  trust 
in  his  power  and  genius. 

Here  we  meet  one  of  the  big  stumbling  blocks — 
for  unless  the  problem  at  this  stage  arouses  the 
interest  of  the  artist,  it  is  almost  hopeless  to  get  a 
satisfying  result — for  unless  that  vital  quality 
shines  out  in  the  finished  sketch,  the  thing  will  not 
strike  fire  when  it  is  viewed  by  the  dealer  and  con- 
sumer. 

A  dub  artist  can't  make  a  good  display,  no  mat- 
ter how  conscientiously  he  labors. 

The  best  artist  in  the  world  can't  execute  a 
worth-while  display  unless  he  gets  in  sympathy 
with  the  subject  and  understands  the  purposes  and 
psychology  of  window  and  store  display.  He  must 
recognize  the  limitations  or  he  can't  defeat  them. 

120 


THE  ART  SIDE  OF  IT 


121 


I 


From  the  time  of  Sir  John  Millais  and  his  famous 
picture  of  the  Royal  Academy  Exhibition,  "Bub- 
bles," subsequently  sold  to  Pear's  Soap  for  $11,000 
there  has  gradually  developed  a  new  function  for 
real  Art,  namely  adapting  it  to  the  practical  uses  of 
Advertising. 

Art  has  always  had  its  Patron — specifying  what 
it  must  teach,  but  giving,  beyond  that,  as  wide  as 
possible  latitude  for  execution.  From  the  earliest 
graven  images  up  to  the  culminating  art  of  Rubens 
and  Michelangelo,  of  the  mediseval  Church,  Art 
had  a  religious  function.  Then  as  patronage  was 
transferred  to  the  hands  of  kings  and  nobles,  Art 
developed  new  motives  of  culture  and  historical 
representation.  From  kings  and  nobles  that  pat- 
ronage passed  to  the  public,  who  to-day  are  the 
great  arbiters  of  Art. 

This  new  Patron,  the  great  Public,  cannot  be 
reached  by  individual  canvasses,  hence  first  of  all 
Art  to-day  calls  for  successfvl  reproduction — ^that 
inherent  vigor  and  virtue  of  color  and  line  and  idea 
which  survives  endless  multiplication.  The  great 
thing  for  the  artist  to-day  is  to  make  something  that 
can  be  successfully  reproduced. 

There  is  nothing  to  prevent  the  individual  artist 


Art  vs. 
Commerce 


Public  the 
Real  Patron 
of  Art 
To-day 


Technique 
of  Display 
Art 


122        WINDOW  AND  STORE  DISPLAY 

from  continually  striving  for  new  development, 
new  accomplishment,  but  it  is  natural  that  some  of 
this  effort  is  bound  to  fall  beyond  the  powers  of 
appreciation  of  the  real  Patron,  the  Public. 

This  is  far  from  being  a  criticism  of  too-futuristic 
or  too-cubistic  or  too-mauvistic  modern  effects — 
it  is  simply  a  caution  that  they  are  not — as  yet — 
ready  for  the  uses  of  ordinary  Advertising,  because 
the  great  mass  of  the  Public  is  not  ready  for  them. 

Surely  we  who  are  studious  of  all  that  enters  into 
Advertising — i.  e.,  influencing  human  minds — can 
afford  to  keep  a  watchful  eye  on  what  modern  art 
is  attempting  to  demonstrate  for  us  and  use  such 
factors  and  effects  in  it  as  have  a  value  for  our  pur- 
poses. 

In  my  opinion,  Commercial  Art  as  it  exists  to- 
day calls  for  more  genius  and  a  higher  degree  of 
technical  skill  than  any  previous  patron  ever  re- 
quired of  the  artist — without  exception. 

If  an  artist  is  "above  the  business"  in  Commer- 
cial Art,  he  simply  isn't  up  to  it,  and  results  prove 
it. 

From  the  art  side.  Display  has  its  own  technique 
and  this  also  must  be  learned. 

A  large  number  of  factors  enter  into  Display  Art 


1! 


1« 


■vH'      -wss^^w 


-^'^i?^"-^^>^t^ 


i;«h-^ 


*N,  It    5.  SI 

till. 
Iillis  »  SI 


ZMSl 


silt 


111 


I— I 
Q 

< 

iM 

w 

Q 
Q 

O 

K 
a: 

< 

I 

a 


122        WINDOW  AND  STORE  DISPLAY 


Technique 
of  Display 
Art 


from  continually  striving  for  new  development, 
new  accomplishment,  but  it  is  natural  that  some  of 
this  effort  is  bound  to  fall  beyond  the  powers  of 
appreciation  of  the  real  Patron,  the  Public. 

This  is  far  from  being  a  criticism  of  too-futuristic 
or  too-cubistic  or  too-mauvistic  modern  effects — 
it  is  simply  a  caution  that  they  are  not — as  yet — 
ready  for  the  uses  of  ordinary  Advertising,  because 
the  great  mass  of  the  Public  is  not  ready  for  them. 

Surely  we  who  are  studious  of  all  that  enters  into 
Advertising — i.  e.,  influencing  human  minds — can 
afford  to  keep  a  watchful  eye  on  what  modern  art 
is  attempting  to  demonstrate  for  us  and  use  such 
factors  and  effects  in  it  as  have  a  value  for  our  pur- 
poses. 

In  my  opinion,  Commercial  Art  as  it  exists  to- 
day calls  for  more  genius  and  a  higher  degree  of 
technical  skill  than  any  previous  patron  ever  re- 
quired of  the  artist — without  exception. 

If  an  artist  is  "above  the  business"  in  Commer- 
cial Art,  he  simply  isn't  up  to  it,  and  results  prove 
it. 

From  the  art  side.  Display  has  its  own  technique 
and  this  also  must  be  learned. 

A  large  number  of  factors  enter  into  Display  Art 


L 

H  ™ 

s 

%iml 

& 

w 

^3bII 

rj 

^Hl  ^ 

ffi 

< 


1. 

K 
Q 


5*    S. 


8 


<§'     >    ^    !m 


J. 
< 


THE  ART  SIDE  OF  IT 


123 


4; 

22 


S 


which  do  not  figure,  or  figure  in  less  degree  of  im- 
portance, in  other  kinds  of  Commercial  Art. 

Where  the  artist  in  other  lines  deals  with  a  set 
space  and  single  plane,  the  Display  Artist  works  in 
several  planes,  each  bounded  by  its  own  irregular 
outline  and  he  must  fit  his  vision  to  the  actual 
construction  imposed  by  the  display's  require- 
ments. 

Moreover,  he  should  work— first— for  attention 
—that  "arresting  quality"  which  automatically 
settles  the  fate  of  every  piece  of  display  with  the 
dealer  and  public  (and  should  settle  it  with  the 
manufacturer). 

The  Display  Artist  should  know  that  the  two 
indispensable  virtues  are  Simplicity  and  Legibility 
— i.  e.,  understandableness  of  the  display,  both  in 
copy  and  picture.  For  a  display  is  not  a  thing  to 
be  studied  by  the  public  or  the  dealer.  It  demands 
quick  reaction. 

The  Display  Artist  must  recognize  the  need  for 
elimination,  the  inexorable  law  of  "Less  detail!" 

He  must  get  attention  by  the  sheer  force  of  mass 
and  line  and  the  right  use  of  space  to  set  off  his 
panel  of  copy  or  picture. 

He  must  know  the  value  of  color,  both  physical 


THE  ART  SIDE  OF  IT 


123 


Y 


Y 


wliicli  do  not  figiirv,  or  fi<^iire  in  less  dr^rre  of  iin- 
portancc,  in  oilier  kinds  of  ("onniicrcial  Art. 

Where  llie  artist  in  oilier  lines  deals  with  a  set 
space  and  single  plane,  I  lie  Display  Artist  works  in 
several  planes,  each  bounded  hy  its  own  irregular 
outline  and  he  nuist  fit  his  vision  to  the  aelual 
construction  imposed  by  tlie  display's  reriuire- 
ments. 

Moreover,  he  sliould  work— first— for  attention 
—that  "arresting  quality"  wliieli  autoniatieallv 
settles  the  fate  of  every  piece  of  disj)lay  with  the 
dealer  and  public  (and  sliould  settle  it  with  the 
manufacturer). 

The  Display  Artist  should  know  that  the  two 
indispensable  virtues  are  Simplicity  and  Legibility 
— i.  e.,  understandableness  of  the  display,  l)oth  in 
copy  and  picture.  For  a  display  is  not  a  thing  to 
be  studied  by  the  public  or  tlie  dealer.  It  demands 
quick  reaction. 

The  Display  Artist  must  recognize  the  need  for 
elimination,  the  inexorable  law  of  "Less  detail!" 

He  must  get  attention  l)y  the  sheer  force  of  mass 
and  line  and  the  right  use  of  space  to  set  off  his 
panel  of  copy  or  picture. 

He  must  know  the  value  of  color,  both  physical 


124        WINDOW  AND  STORE  DISPLAY 

effect  on  the  eye  and  unconscious  effect  on  the 
mind.     He  must  study  interesting  combinations. 

For  whatever  the  idea,  it  must  be  brought  out  in 
terms  of  window  display  art  and  worked  out  ac- 
cording to  the  known  laws  of  successful  Dealer 
Display  practice. 


CRIPTER  XIX 

VALVE  OF  POSTER  TREATMEST  IS  DEALER  DISPLAY 

IT  WOULD  be  foolish  to  make  dogmatic  asser- 
tions upholding  the  supremacy  of  any  one 
particular  art  style  as  best  adapted  to  window 
purposes,  because  primarily  every  factor  in  dealer 
display  must  be  considered  from  the  point  of  view 
of  the  individual  problem. 

At  the  same  time,  this  general  survey  of  window 
and  store  advertising  as  it  exists  to-day  would  be 
noticeably  incomplete  without  some  specific  em- 
phasis on  the  value  of  poster  treatment. 

The  poster  is  "an  impression,  a  flash  of  line,  a 
snap  of  color— all  that  can  be  told  in  the  passage 
of  an  instant." 

It  is  distinctly  a  "first -glance"  .\rt.  deliver- 
ing its  message  mstantly  both  in  picture  and 
copy. 

True  poster  treatment  must  be  striking  and 
simple,  not  only  as  to  design  but  as  to  colors.  As 
soon  as  the  design  of  the  display  becomes  too  in- 

1^5 


Poster 
Principles 


-5= 


Secret  of 

Poster 

Power 


Origin  of 
Poster 


126        WINDOW  AND  STORE  DISPLAY 

volved  for  quick  recognition  and  appreciation  it 
ceases  to  be  good  poster  treatment. 

A  true  poster  must  be  decorative — worked  out 
in  flat  surfaces,  with  little  or  no  perspective,  as 
little  detail  as  possible— but  in  its  whole  technique 
marked  by  the  greatest  possible  breadth  and  sweep 
and  simplicity. 

The  advantage  of  poster  style  for  display  pur- 
poses is  that  it  creates  an  atmosphere  around  itself 
which  successfully  sends  away  from  it  all  other 
crowding  objects.  It  is  this  which  has  made  it 
primarily  the  art  of  outdoor  advertising  and  the 
very  same  quality  makes  it  useful  in  dealer  display 
because  it  separates  itself  from  its  surroundings  and 
for  the  moment  exclusively  holds  the  complete 
attention— draws  the  eye  from  a  long,  long 
way. 

The  poster— although  as  old  as  civilization- 
dates  its  modern  development  in  France  with  book 
posters  by  Lalance  (1836  circa)  followed  by  many 
others.  An  entirely  new  impetus  was  given  to  it  in 
England  by  the  famous  "Woman  in  White"  poster 
designed  by  Fred  Walker  in  1871  to  advertise  the 
book  by  Wilkie  Collins,  then  at  the  height  of  his 
popularity.     This  first  modern  poster  set  a  new 


I 


Secret  of 

Poster 

Power 


I 


Origin  of 
Poster 


126        WINDOW  AND  STORE  DISPLAY 

volved  for  quick  recognition  and  appreciation  it 
ceases  to  be  good  poster  treatment. 

A  true  poster  must  be  decorative — worked  out 
in  flat  surfaces,  with  little  or  no  perspective,  as 
little  detail  as  possible— but  in  its  whole  technique 
marked  by  the  greatest  possible  breadth  and  sweep 
and  simplicity. 

The  advantage  of  poster  style  for  display  pur- 
poses is  that  it  creates  an  atmosphere  around  itself 
which  successfully  sends  away  from  it  all  other 
crowding  objects.  It  is  this  which  has  made  it 
primarily  the  art  of  outdoor  advertising  and  the 
very  same  quality  makes  it  useful  in  dealer  display 
because  it  separates  itself  from  its  surroundings  and 
for  the  moment  exclusively  holds  the  complete 
attention— draws  the  eye  from  a  long,  long 
way. 

The  poster— although  as  old  as  civilization- 
dates  its  modern  development  in  France  with  book 
posters  by  Lalance  (1836  circa)  followed  by  many 
others.  An  entirely  new  impetus  was  given  to  it  in 
England  by  the  famous  "Woman  in  White"  poster 
designed  by  Fred  Walker  in  1871  to  advertise  the 
book  by  Wilkie  Collins,  then  at  the  height  of  his 
popularity.     This  first  modern  poster  set  a  new 


t  ^  id 

W    ,-*    r* 


^  6  c 

■"to  s 


£:  o  2 

.2  S    <y 


C   =    = 


c  s. 


h   l, 


I 

51- 


V3 


O 

c 
a 


-^  .S 

■^  .2 
^  ^— • 
r-  »- 

-^  eS 

c  .2 


O  C 


O 


-a 

c 


=3  "S 


53   t-i 

O  (U) 


F  o 

O  tfl 

>  :5 


i 


<  o 


VALUE  OF  POSTER  TREATMENT   127 

style,  showing  the  significance  of  line  and  mass 
as  opposed  to  "impressionistic"  lighting. 

There  is  a  notion  in  the  minds  of  advertisers  that 
poster  art  is  distinctly  a  German  style  of  art. 
Nothing  could  be  further  from  the  truth  although 
German  advertisers  were  perhaps  the  first  to  see 
the  commercial  possibilities  in  the  poster's  sledge- 
hammer strength.  German  poster  art  so-called  is 
a  notable  development  of  poster  art,  taking  its  cue 
from  France  originally,  just  as  France  probably 
took  it  from  the  Japanese  prints  or  Ukioye  Art  of 
Japan.  Modern  Poster  Art  developed  simulta- 
neously in  England  and  on  the  continent,  and 
most  rapidly  in  the  last  five  years  of  the  19th 
century,  culminating  in  a  distinct  German  type  of 
poster,  conspicuous  for  startlingness,  whereas  the 
French  poster  had  aimed  more  at  a  certain  nicety 
of  taste.  The  German  style  had  in  it  vigorousness 
and  daring  originality.  Still  another  distinct  in- 
fluence, first  considered  curious  only,  but  now  ar- 
tistic, came  with  the  Russian  stage  and  costume 
designer,  Bakst. 

In  America  the  development  hardly  gained 
much  headway  until  ten  years  after  all  these  in- 
fluences were  recognized  in  Europe.     Book  pub- 


European 
Posters 


Poster  in 
America 


Mj 


X 


V3  — 

-  X 

-Si  -^ 

C  be 

X 


X  = 

=  1 

c  -^ 


S  Si 
c 
<  o 


VALUE  OF  POSTER  TREATMENT   127 

style,  showing  the  significance  of  line  and  mass 
as  opposed  to  "impressionistic"  h'ghting. 

There  is  a  notion  in  the  minds  of  advertisers  that 
poster  art  is  distinctly  a  German  style  of  art. 
Nothing  could  be  further  from  the  truth  although 
German  advertisers  were  perhaps  the  first  to  see 
the  commercial  possibilities  in  the  poster's  sledge- 
hammer strength.  German  poster  art  so-called  is 
a  notable  development  of  poster  art,  taking  its  cue 
from  France  originally,  just  as  France  probably 
took  it  from  the  Japanese  prints  or  Ukioye  Art  of 
Japan.  Modern  Poster  Art  developed  simulta- 
neously in  England  and  on  the  continent,  and 
most  rapidly  in  the  last  five  years  of  the  19th 
century,  culminating  in  a  distinct  German  type  of 
poster,  conspicuous  for  startlingness,  whereas  the 
French  poster  had  aimed  more  at  a  certain  nicety 
of  taste.  The  German  style  had  in  it  vigorousness 
and  daring  originality.  Still  another  distinct  in- 
fluence, first  considered  curious  only,  but  now  ar- 
tistic, came  with  the  Russian  stage  and  costume 
designer,  Bakst. 

In  America  the  development  hardly  gained 
much  headway  until  ten  years  after  all  these  in- 
fluences were  recognized  in  Europe.     Book  pub- 


European 
Posters 


Poster  in 
America 


t 


New 

Impetus  to 
Advertising 
Art 


128        WINDOW  AND  STORE  DISPLAY 

lishers  during  the  mad  era  of  "Best  Sellers  "  applied 
poster  art  to  their  covers  and  advertising  jackets. 

By  1915  the  effects  of  poster  influence  became 
very  conspicuous  in  the  United  States,  in  the  maga- 
zine covers  and  decorations  first  of  all,  but  quickly 
penetrating  to  the  advertising  pages  also.  During 
the  war,  the  poster  in  all  its  forms  became  the 
great  power  of  appeal  to  the  pubhc.  Wliether  we 
knew  it  or  not  our  whole  public  attitude  toward 
the  picture  and  design  was  being  altered  by  many 
influences,  furthered  by  the  fact  that  the  best 
artists  of  the  world  turned  their  talents  to  appeal 
not  to  the  cultured  few  but  to  the  general  public. 
The  standards  of  public  taste  were  actually 
changed  during  the  European  War  period — need- 
less to  say  for  the  better. 

Advertising  Art  could  no  more  remain  untouched 
by  these  influences  than  could  other  Art. 

As  a  matter  of  fact,  it  didn't,  and  a  comparison 
with  any  magazine  to-day  with  one,  say,  of  ten 
years  or  even  five  years  back,  shows  an  astounding 
improvement  in  grace  and  color  and  attention 
quality.  The  old  wooden  attitudes  and  paucity  of 
imagination  from  which  Advertising  Art  suffered 
in  yesteryears  is  happily  gone  forever.     Advertis- 


VALUE  OF  POSTER  TREATMENT   129 

ing  design  now  calls  for  brilliant  and  striking  effects 
undreamed  of  a  very  short  time  ago. 

To-day,  some  of  the  best  art  in  the  world  is  serv- 
ing commercial  purposes.  There  is  no  doubt 
about  it.     Better  art  work  pays. 

Some  form  of  poster  treatment  is  no  doubt 
adapted  to  your  individual  message,  but  must  be 
planned  to  meet  the  specific  problem.  Some  mes- 
sages require  delicacy  of  detail  and  multiplicity  of 
colors,  others  require  vigorous,  strong  handling. 

You  are  the  winner  every  time  if  you  use  poster 
art  for  your  display — because  poster  treatment 
economizes  the  three  great  expenses  in  all  adver- 
tising— the  investment  of  Space,  Time,  and  Effort. 

Whether  one  individually  likes  or  does  not  like 
poster  art  is  not  germane  to  the  discussion,  the  only 
question  being,  what  makes  for  the  best  display. 

All  advertisers  make  one  mistake  sometimes,  and 
they  are  lucky  indeed  if  they  dont  make  it  all  the  time 
— namely,  judging  the  appeal  to  the  public  by  what 
appeals  to  them  individually. 

And  nowhere  is  this  truer  than  in  the  matter  of 
style  of  art  treatment ! 


Function 
of  Color 


K 


CHAPTER  XX 

COLOR  AS  RELATED  TO  DISPLAY 

RT  has  been  said  to  have  but  three  simple 
requisites — 


Quality  of  line 

Contrast 

Color 

The  habit  of  the  eye  is  to  follow  lines — but  lines 
in  Nature  are  merely  the  edges  of  color  areas. 
Color  is  what  the  eye  sees  before  it  sees  lines. 

In  other  words,  Color  attracts. 

The  primary  function  of  color  is  to  distinguish 
one  thing  from  another.  It  focusses  attention.  It 
makes  things  findable. 

Every  color  has  some  attention  value.  Observa- 
tion shows  that  Nature  uses  certain  colors  sparingly 
and  others  lavishly  over  large  areas — masses  of 
green  foliage  or  brown  earth,  or  blue  spaces  of  sky 
or  water — but  red  and  yellow  sparingly — in  spots 

130 


COLOR  AS  RELATED  TO  DISPLAY      131 

or  dabs  or  streaks  of  vivid  color,  or  floods  of  evanes- 
cent glow. 

Nature  never  "paints  the  whole  town  red"  as  it 
were.     She  discriminates. 

Moreover,  Nature  actually  uses  color  to  attract 
attention,  just  as  the  modern  advertiser.  Scient- 
ists point  out  that  it  is  not  an  accident  that  flowers 
and  fruit  are  vivid  to  the  eye — it  is  a  provision  of 
Nature  to  serve  her  purpose.  The  spots  and  streaks 
and  shadings  of  color  on  the  flower  are  merely  sign- 
marks  to  the  bee  to  point  the  way  to  gather  honey 
— and  in  turn  fertilize  the  flower  for  Mother  Na- 
ture. In  just  such  way  the  Modern  Advertiser 
uses  color  to  serve  his  purposes  of  fructification. 

Fine  discrimination  in  the  use  of  Color  is  the  very 
essence  of  the  law  of  Display  material. 

But  how  discriminate.^  Is  it  then  a  matter  of 
individual  taste,  a  sort  of  tact  which  does  the  right 
thing  instinctively  but  knows  no  laws.'^ 

Far  from  it.  Color  is  one  of  the  most  scientific 
things  in  the  universe,  a  science  in  its  infancy  so 
far  as  man's  study  is  concerned.  But  even  the 
little  the  world  knows  about  color  science  proves 
how  immutable  and  unvarying  it  is  in  obeying 
its  own  laws. 


Need  for 
Discrimina- 
tion 


Scientific 
Use  of 
Color 


132 


WINDOW  AND  STORE  DISPLAY 


Physical 
Basis  of 
Color 


Color — scientifically  speaking — is  a  nerve  sensa- 
tion, hence  its  unconscious  effect  upon  us. 

Color  is  merely  the  difference  in  sensation  pro- 
duced by  wave  length,  the  larger  the  wave  length 
the  quicker  it  reaches  the  eye — i.  e.,  it  gets  our 
attention  more  readily. 

The  following  table  shows  the  difference  in  wave 
length  of  common  colors  and  their  relative  atten- 
tion value,  purely  on  this  physical  basis: 


VNl 

i            COLOR   DISTIN- 

WAVE length 

GUISHED    BY   EYE 

] 

IN  MM. 

1 

Red 

.000656 

Called 

2 

Orange 

. 000608 

Advanc- 

3 

Golden  Yellow 

.000574 

ing 

4 

Yetj-ow 

.000567 

Colors 

5 

Green  Yellow 

.000564 

6 

Blue  Green 

.000492 

Called 

7 

Blue 

. 000490 

8 

Indigo  Blue 

. 000464 

Colors 

9 

Violet 

. 000433 

As  a  matter  of  fact,  scientists  estimate  that  the 
human  eye  is  sensitive  to  only  about  20  per  cent,  of 
the  total  light  sensations!  Moreover,  full  appre- 
ciation of  even  this  20  per  cent,  varies  with  different 


COLOR  AS  RELATED  TO  DISPLAY   133 

individuals.  At  the  same  time  advertisers  need 
not  worry  about  what  is  called  color  blindness, 
since  only  50  men  out  of  a  thousand  see  colors 
falsely,  and  women  are  even  more  dependable, 
being  99.6  per  cent,  color  exact,  only  4  out  of  1,000 
being  color  blind. 

Color  has  thus  a  practically  universal  appeal  and 
its  study  is  indispensable  to  the  Advertiser. 

Now  then :  Color  being  a  nerve  sensation,  it  is 
a  feeling.  Color  makes  you  feel  and  not  merely  see. 
And  a  feeling,  according  to  the  most  modern  psy- 
chology (tests  of  Prof.  Paul  Thomas  Young,  Ph.  D., 
of  Cornell,  reported  in  the  American  Journal  of 
Psychology),  is  never  confused  or  "mixed,"  but 
must  register  one  thing  or  the  other — pleasure  or 
pain.  This  leads  up  to  a  very  interesting  study  of 
what  effect  pure  color  has  on  the  mind. 

Elementally,  we  know  that  all  colors  fall  into  two 
opposing  classifications — 

Warm  colors — Red,  Orange,  Yellow  (Advancing 
Colors) 

Cool    colors — Green,    Blue,    Violet    (Receding 
Colors) 
and  thus  we  come  to  the  following  commonly  ac- 
cepted associations: 


Color 

Excites 
Feeling 


134        WINDOW  AND  STORE  DISPLAY 

Red— excites  nerves,  arouses  feelings,    motor 
impulses 

Orange — 

Yellow— ^^^*^°^'  especially  orange 

Green— restful,    soothing,    neither   warm   nor 
cool  but  neutralizing 

Blue— cooling,    quieting,    expresses    serenity, 
spirituality,  etc. 
Lavender — tran  quil 

Purple— Stateliness,       solemnity,       richness, 
royalty 

White— Purity,  quality  of  spiritual  superiority 
or  physical  immaculateness 

We  could  not  venture  to  assert,  as  many  have, 
that  these  are  laws  of  association  with  color— i.  e, 
invariable  effects.     But  we  do  know  that  they  are 
common  associations,  and  the  different  colors  do 
tend  to  these  mental  suggestions.     ProL  Alvah 
Parsons*  states  that  these  effects  are  the  result  of 
association  with  the  face  of  Nature,  red  being  ex- 
citing, stimulating,  because  it  is  the  color  of  blood, 
the  color  of  fire,  etc.     In  the  sa«ie  way,  blue  is 
peaceful,  composing,  and  purity-inspiring,  because 
of  the  blue  of  the  heavens.    Green  is  cooling,  sooth- 

•Parsons,  "Principles  of  Advertising  ArrangemeiiL'" 


COLOR  AS  RELATED  TO  DISPLAY      135 

ing,  because  it  is  the  color  of  Nature's  enfolding 
and  protecting  investitures. 

We  do  know  that  Color  has  a  mental  side  as  well 
as  a  purely  physical.  It  is  because  Color  can  "ex- 
cite the  imagination  and  extend  ideas"*  that  it 
demands  that  earnest  study  necessary  to  make  it 
most  productive  for  the  uses  of  Advertising. 

Positive,  strong,  dark  colors  increase  the  sugges- 
tion of  strength.  Pale  light  colors  increase  the 
suggestion  of  delicacy,  airiness,  and  spaciousness. 
WTien  you  want  to  increase  the  apparent  space  use 
light  areas  for  background.  When  you  want  ricli- 
ness,  weight,  and  depth  in  your  backgrounds- 
use  dark  fields  to  set  off  brilliant  foregrounds  or 
to  obtain  striking  contrasts. 

Pastel  tints  and  shades  are  feminine,  clinging, 
soft,  appealing,  ingratiating.  They  are  not  direct 
but  subtle  in  their  intimations,  hence  their  witch- 
ery when  in  keeping  with  the  suggestion  of  the 
subject  which  happens  to  be  linked  up  with  femi- 
nine qualities  in  some  way,  such  as  display  for 
toilet  goods,  for  example. 

All  colors  have  this  quality  of  Suggestion — an 
effect  on  the  mindy  as  well  as  an  effect  on  the  retina 

•Lukeish,  "The  Language  of  Color,"  p.  71. 


Light 
VS. 

Dark 
Colors 


Suggestion 
by  Means 
of  Color 


Physical 

PuUof 

Color 


Relative 
Area  a 
Factor  in 
Color 
Effect 


136        WINDOW  AND  STORE  DISPLAY 

of  the  eye.  Blue  and  white  puts  you  in  a  different 
mind  attitude  from  rose  pink.  Orange  and  black 
is  commanding,  challenging — never  wistful  or  ap- 
pealing. 

Color  attracts,  and  just  in  proportion  to  its  pull 
on  the  eye  theartist's  hand  must  restrain,  and  give  to 
the  most  powerful  color  the  smallest  area, ]\xsi  as  Nature 
does.  Being  the  strongest  emphasis  in  the  display 
or  picture,  the  bright  color  should  be  conserved 
where  it  is  most  wanted  and  not  smeared  all  over. 

Color  can  be  used  to  give  accentuation  and  to 
make  a  given  part  of  the  display  leap  to  the  front. 

When  color  is  used  for  emphasis  it  must  not  be 
used  so  liberally  as  to  destroy  all  emphasis — a 
common  failing  with  printers  and  advertisers. 

Emphasis  is  relative.  It  can't  be  anything  but 
relative — 

In  fact,  you  cannot  talk  about  colors  just  as 
colors — you  must  consider  their  area. 

Lukeish  quotes  some  tests  from  Le  Courier  der 
Len  showing  the  effect  of  colors  on  legibility. 
When  viewed  from  considerable  distance,  the  best 
combinations  were  as  follows: 

1.  Black  on  Yellow 

2.  Green  on  WTiite 


I 


' 


i 


COLOR  AS  RELATED  TO  DISPLAY      137 

3.  Red  on  White 

4.  Blue  on  \Miite 

5.  White  on  Blue 

6.  Black  on  White 

Black  on  yellow  is  best  for  distance,  because 
yellow  by  its  luminosity  is  best  fitted  to  make  that 
distant  space  stand  out,  thus  attracting  the  eye  to 
the  space  limits  containing  the  message.  But  it 
would  be  very  easy  to  make  a  mistake  in  this  com- 
bination, for  the  lettering  might  be  black  yet  so 
thin  that  the  actual  area  of  blackness  would  be 
swallowed  up  by  the  swimming  yellow  background, 
so  that  you  would  see  the  yellow — but  not  the 
message.  Color  must  always  be  considered  with 
regard  to  its  ability  to  hold  its  own  with  surround- 
ing area.  Distance  must  always  be  taken  into 
account  as  well  as  competing  objects  for  attention. 

For  convenience,  however,  the  following  Visi- 
bility table  for  colors  may  be  useful : 

Yellow  12  times  the  visibility  of  purple 

9  times  the  visibility  of  purple 
7  times  the  visibility  of  purple 
5  times  the  visibility  of  purple 
3  times  the  visibility  of  purple 
Lowest  in  visibility 


ORA.NGE 

Green 
Red 

Blue 
Purple 


Visibility 
of  Colors 


Color  in 

Dealer 

Display 


I 


" 


Quality  in 
Display   Not 
Dependent 
on  Many 
Colors 


138        WINDOW  AND  STORE  DISPLAY 

Color  has  more  freedom  in  dealer  display  than 
in  any  other  form  of  Advertising. 
Color  can  give 

INDIVIDUALITY 
POWER 

DOMINANCE 
to  any  product. 

Color  does  not  mean  any  cohr—hui  rather  wise 
discrimination.  Color  does  not  mean  all  the  colors 
in  the  rainbow— but  a  few  colors  carefully  selected 
and  ably  handled  by  an  artist  skilled  in  window 
effects. 

When  your  eye  happens  to  fall  on  a  striking  dis- 
play  and  you  burst  out  with  "Gee,  but  that's 
good!"  just  try  to  analyze  your  own  sensations. 
You'll  find  every  time  the  effect  is  produced  be- 
cause the  first  flash  of  colors  surprise  and  please 
you. 

Many  advertisers  buy  displays  just  because  they 
abound  in  many  colors.  This  is  dangerous  because 
often  many  colors  have  blinded  them  to  the  real 
message  the  display  is  intended  to  convey.  The 
qualities  of  surprise  and  please  are  important  in 
dealer  display.  As  a  matter  of  fact,  you  can  get  a 
big  idea  across  readily  by  "playing"  with  just  a 


COLOR  AS  RELATED  TO  DISPLAY   139 

few  colors,  but  knowing  their  possibilities  inti- 
mately. A  good  design  of  five  colors  in  proper 
contrast  and  area  is  frequently  far  more  effective 
than  the  same  pictorial  fact  worked  out  in  elabo- 
rate detail. 

"Through  the  elimination  of  detail,"  says 
Henry  R.  Poore,  A.  N.  A.,*  "the  work  is  sifted  to 
its  essence  and  we  then  see  it  in  its  bigness— if  it 
has  any— and  if  not  we  discover  this  lack." 

In  display  advertising  it  pays  to  do  things  in 
some  different  and  dominating  way. 

As  Gibbs  Mason  put  it  in  Printing  AH— 
"Only  the  'exceptional'  in  Advertising  attracts 
particular  notice  and  admiration.  People  are 
getting  *fed  up'  on  the  average  run  of  cheap  ad- 
vertising." 

Color  attracts  the  eye  in  a  physical  way  as 
follows : 

1— By  rarity— arousing  mental  interest,  instinc- 
tive curiosity  by  novelty. 

2— By  area— sheer  weight  pulls  the  eye  around. 

3— By  startling— challenge  of  physical  shock  to 
the  optic  nerve. 


How 
Color  Acts 


♦Poore,  "Pictorial  Composition.' 


Jill 


140 


WINDOW  AND  STORE  DISPLAY 


ilfi 


4 — By  pleasing — disposing  the  mind  to  settle  in 
contemplation,  quite  apart  from  appeal  to 
intelligence. 
5 — ^By  offending — inducing  a  feeling  of  discom- 
fort, and  immediate  effort  to  get  away. 
Yet    some    think    that    because    ugliness 
"attracts"  it  must  be  good  advertising! 
One  could  analyze  any  given  design  space  to 
show  how  much  is  in  the  power  of  art  to  assist  the 
advertiser's  message.     The  intention  here  is  merely 
to  drive  home  the  fact  that  unconsciously  color  and 
line  affect  the  human  eye,  not  merely  the  eye  of  the 
artist  but  the  eye  of  the  public,  your  eye,  my  eye. 
This  effect  is  entirely  independent  of  copy  story  or 
known  subject! 

Why  not  capitalize  on  this  and  really  v^e  art's 
aid  in  Advertising.'^ 


CHAPTER  XXI 


THE  COPY  BURDEN 


THERE  is  nothing  accidental  about  this 
chapter  heading — for  that  is  exactly  what 
copy  always  is  to  a  Display — a  burden, 
though  a  necessary  burden. 

The  Display  must  carry  the  load. 

But  a  great  many  displays — when  you  get  the 
message  all  in — refuse  to  carry.  The  load  is  piled 
on — it  won't  move ! 

There  is  only  one  thing  to  do — lighten  the  bur- 
den. 

The  odd  part  of  it  is  that — ^however  necessary 
that  mass  of  copy  may  look  at  first — once  you 
make  up  your  mind  to  throw  it  overboard,  you  do 
not  miss  it !  You  have  a  sense  of  completeness  and 
unity  and  conviction  because  your  proposition 
stands  alone. 

Naturally  there's  a  limit  to  the  number  of  ideas 
you  can  get  across. 

Crowding  results  only  in  confusion— with  the 

141 


The 

Copy 

Load 


li 


Reducing 
Copy 


|! 


142        WINDOW  AND  STORE  DISPLAY 

chance  that  not  even  one  idea  will  get  safely 
through  because  of  the  mix-up  on  the  threshold  cf 
attention. 

You  must  not  try  to  tell  it  all — that  is  the  pur- 
pose of  your  descriptive  literature  and  catalogue. 
Selling  value  in  a  window  depends  not  on  the 
multiplicity  of  things  shown — whether  merchan- 
dise or  selling  arguments — but  on  the  degree  cf 
emphasis.  Solid  slabs  of  copy  on  display  material 
mean  only  one  thing — the  amateur.  '  If  you  feel 
the  need  of  a  long,  heart-to-heart  talk  with  each 
individual  consumer,  mail  him  a  booklet  or  use  a 
double-page  spread  in  The  Saturday  Evening 
Post 

Nine  times  out  of  ten  the  burden  heaped  on  a 
Window  Display  is  unnecessary.  For,  after  all, 
the  chief  thing  to  do  is  to  name  or  identify  the 
product  and  then  back  it  up  with  some  striking 
suggestion  or  powerful  sales  argument. 

Having  reduced  the  burden  of  copy,  therefore, 
to  the  point  where  it  is  physically  possible  to  get  it 
all  in,  there  are  a  number  of  practical  points  to 
consider  in  the  method  of  handling  it. 

In  the  first  place — recognize  that  times  have 
changed. 


•C^ 


OCO  S  i  M  I 


o 
o 

X 
o 

o 
o 

H 


I 


Reducing 
Copy 


142        WINDOW  AND  STORE  DISPLAY 

chance  that  not  even  one  idea  will  get  safely 
through  because  of  the  mix-up  on  the  threshold  cf 
attention. 

You  must  not  try  to  tell  it  all — that  is  the  pur- 
pose of  your  descriptive  literature  and  catalogue. 
Selling  value  in  a  window  depends  not  on  the 
multiplicity  of  things  shown — whether  merchan- 
dise or  selling  arguments — but  on  the  degree  cf 
emphasis.  Solid  slabs  of  copy  on  display  material 
mean  only  one  thing — the  amateur.  '  If  you  feel 
the  need  of  a  long,  heart-to-heart  talk  with  each 
individual  consumer,  mail  him  a  booklet  or  use  a 
double-page  spread  in  The  Saturday  Evening 
Post 

Nine  times  out  of  ten  the  burden  heaped  on  a 
Window  Display  is  unnecessary.  For,  after  all, 
the  chief  thing  to  do  is  to  name  or  identify  the 
product  and  then  back  it  up  with  some  striking 
suggestion  or  powerful  sales  argument. 

Having  reduced  the  burden  of  copy,  therefore, 
to  the  point  where  it  is  physically  possible  to  get  it 
all  in,  there  are  a  number  of  practical  points  to 
consider  in  the  method  of  handling  it. 

In  the  first  place — recognize  that  times  have 
changed. 


o 
o 


o 


( 


THE  COPY  BURDEN 


143 


11 


Here  again  the  war  has  revolutionized  things, 
the  best  artists  of  the  world  have  bent  their  talents 
to  public  posters,  cartoons,  etc.,  and  all  publicity 
has  come  to  be  stamped  with  a  higher  ideal  so  that 
old-fashioned  commonplaceness  no  longer  answers. 
Public  taste  has  an  eye  to  new  effects — and  nowhere 
is  this  more  noticeable  than  in  the  methods  of  han- 
dling copy  and  lettering  of  all  kinds,  both  with  re- 
gard to  the  style  of  lettering  and  its  placing. 

Modern  lettering  avoids  crude  scrolls  and  elabo- 
rated shadings  and  lettering  on  meaningless  curves, 
such  as  have  been  identified  with  old-fashioned 
label  designing. 

Instead  it  calls  for  grace  and  sweep  that  make 
for  strength, interest,  and  readability — spontaneous 
rather  than  labored  effects.  Instead  of  the  old- 
time  shaded  letters,  outlined  and  ornamented  with 
scrolls,  the  modern  display  signs  or  cards  in  favor 
to-day  are  made  with  a  simple,  single  stroke  or 
"quick  brush"  lettering  effect— which  is  artful  in 
its  very  artlessness. 

It  looks  so  simple — often  careless — but  never 
clumsy  or  commonplace ! 

Modern  lettering  is  a  living  part  of  the  design 
and  not  merely  "reading  matter"  plastered  over  it. 


Modem 
Layouts 
Help  Copy 


Modem 
Style  of 
Lettering 


144 


WINDOW  AND  STORE  DISPLAY 


Compact 

Copy 

Area 


Easy 

Reading 

Style 


It  has  compactness,  holding  itself  aloof  in  blocks 
or  panels  set  oflF  by  plenty  of  blank  space  or  con- 
trasts and  actually  gains  in  emphasis  though  re- 
duced in  area. 

Modern  lettering  aims  for  Legibility  with  Char- 
acter— the  meaningful,  not  the  meaningless.* 

Lower  case  letters  which  can  be  quickly  grouped 
into  syllables  and  unconsciously  grasped  by  the 
mind  make  the  message  fluent — with  just  enough 
use  of  capitals  to  give  contrast  and  emphasis. 
Lines  should  be  short  and  few  because  the  eye  does 
not  easily  read  long  lines  of  text  matter.  The 
human  attention  has  a  fluttering,  wavering  quality 
at  best  and  follows  the  lines  of  least  effort  always. 

The  more  lines,  the  more  compact  and  regular 
the  lettering  must  be.  The  burden  of  copy  isn't 
always  settled  by  merely  reducing  the  quantity  of 
it.  It  must  be  considered  also  with  regard  to  its 
place  in  the  artist's  design — for  like  the  writer  of 
newspaper  headlines,  the  display  copy  writer  must 
figure  on  balance  and  space  and  the  effect  of  words, 
as  well  as  their  dictionary  meaning. 

•Science  of  optics  shows  that  one  third  of  all  brain  energy  is  used  up  by  the 
visual  centres.    Any  abnormal  strain  of  legibility,  etc.,  increases  this  draft. 


CHAPTER  XXII 


CONSTRUCTION  AN  ALL-IMPORTANT  ELEMENT  IN 
SUCCESS  OF  DISPLAYS 

NEW  and  original  design  in  the  matter  of 
cardboard  display  material  has  the  same 
fascination  for  the  dealer  that  new  ideas 
in  fixtures  have  for  the  professional  window  dresser. 

Just  as  the  conventional  pattern  metal-base 
T-stand,  etc.,  so  long  in  use  by  window  dressers, 
gave  way  before  the  newer  wood  and  wicker  stands, 
racks,  frames,  and  plateaux  which  have  lately  come 
on  the  market,  in  the  same  way  you  will  find  the 
average  dealer  at  once  keenly  interested  in  your 
cardboard  displays  if  they  happen  to  have  some 
ingenious  points  of  construction.  This  of  itself 
gives  the  material  an  air  of  novelty  and  up-to- 
dateness. 

How  tired  we  all  get  of  the  same  old  threadbare 
ideas  used  over  and  over! 

A  dealer  would  not  consciously  reject  your  dis- 
play solely  because  it  was  just  a  flat  card  with 

145 


Dealer 
Looking  for 
New  Ideas 


146 


WINDOW  AND  STORE  DISPLAY 


Street  Car 
Cards 


Meet 

Dealer's 

Viewpoint 


square  corners,  but  it's  safe  to  say  that  in  a  ques- 
tion of  two  displays  and  which  to  use,  a  deciding 
factor  would  be  novelty  or  some  little  knack  of 
construction. 

The  unusual  is  always  a  drawing  card  with  the 
dealer. 

Street  car  cards  for  window  use  have  this  big 
objection.  Yet  large  quantities  of  street  car  cards 
are  sent  out  every  season  in  place  of  material  spe- 
cifically designed  for  the  dealer  and  many  of  these 
cards  are  thus  wasted.  Another  criticism  of  car 
cards  is  that  they  are  absolutely  the  wrong  shape 
for  most  trims.  Where  the  dealer  is  not  particular 
he  does  not  notice  this,  but  you  will  find  that  most 
dealers  and  the  better  class  of  stores  will  not  use 
car  cards,  as  they  do  not  make  good  displays. 
Moreover,  the  copy  on  car  cards  is  often  too  gen- 
eral, and  the  dealer  wants  merchandise  points 
whenever  possible.  Sending  car  cards  to  dealers 
as  window  displays  is  largely  a  waste  of  money. 

Of  course  with  all  display  material  you  do  want 
your  brand  name  to  stand  out,  as  that  connects  the 
display  with  your  national  advertising  or  news- 
paper or  other  local  campaign  in  the  territory. 
But  avoid  giving  the  dealer  the  idea  that  you  only 


CONSTRUCTION  ALL  IMPORTANT      147 

want  his  store  space  to  advertise  yourself  at  his 
expense.  Naturally  such  an  impression  reduces 
cooperation  and  cuts  down  the  effectiveness  of  your 
material.  Somebody  has  said  "To  preserve  the 
efficiency  of  the  individual  dealer  he  must  be  treated 
as  an  individual"  and  his  store  point  of  view  fully 
respected.  Of  course  an  obvious  disadvantage 
with  street  car  cards  in  windows  is  that  they  have 
to  be  propped  up,  not  having  any  backbone  of 
their  own. 

The  sameness  of  such  cards — uniform  dimen- 
sions of  11  X  21— and  their  lack  of  individual 
fitness  for  window  purposes  make  them  the  less 
desirable  from  the  standpoint  of  the  dealer. 

Hangers  from  time  immemorial  have  been 
furnished  dealers,  and  doubtless  always  will  be 
the  first  thought  of  some  manufacturers.  The 
objections  to  them  are  their  commonness  and  lack 
of  distinction.  Not  being  made  for  any  specific 
space  or  purpose,  but  just  to  hang  somewhere — 
anywhere— they  are  usually  stuck  on  the  first 
nail  or  projection  without  regard  to  location. 
They  represent  displays  de  convenance  and  not 
true  purpose.  And  of  course  a  hanger  is  covered 
up  by  the  next  hanger  that  comes  along.    If  a 


The  Old- 
time 
Hanger 


) 


Show 
Cards 


Counter 
Stands 


148        WINDOW  AND  STORE  DISPLAY 

hanger  is  desired,  however,  and  there  are  times 
when  it  is  the  most  logical  display  unit,  the  manu- 
facturer should  (if  hanger  is  made  of  cardboard) 
fit  it  with  a  collapsible  easel,  so  that  it  can  be 
used  on  the  counter  or  in  the  window  without 
toppling  over.  Dealers  like  material  that  will 
stand. 

Show  cards — The  small  show  card  is  always  a 
practical  type  for  the  dealer,  useful  in  various 
ways,  as  accessory  m.aterial  in  the  window  and  as 
the  attention  getter  in  small  unit  trims  arranged 
on  counter  or  ledge  inside  the  store.  Avoid  the 
common  square  flat  card  as  much  as  possible.  Work 
out  some  novel  construction  which  makes  the  card 
self-supporting  without  an  added  easel.  Or  where 
an  easel  card  is  desired,  it  is  best  to  give  it  some 
individual  character  such  as  a  die-cut  effect  to 
take  away  the  plain,  flat  square  card  suggestion. 
The  dealer  likes  it  better,  and  the  display  at- 
tracts more  attention. 

Counter  Display  Stands — In  the  case  of  small- 
package  goods,  almost  always  it  is  better  to  devise 
a  display  stand  which  will  hold  the  actual  product, 
rather  than  rest  content  with  a  flat  show  card. 
Even  in  cases  where  you  cannot  put  the  actual 


CONSTRUCTION  ALL  IMPORTANT       149 


goods  on  the  counter,  or  corner  of  the  window,  you 
do  not  have  to  limit  yourself  to  a  show  card  or  easel 
card,  but  can  work  out  some  clever  and  novel  col- 
lapsible construction  which  will  lift  your  advertis- 
ing out  of  the  flat  plane  and  give  it  a  third  dimen- 
sion. 

Counter  Display  Containers — A  certain  class  of 
products,  small-package  and  small-price  goods  for 
the  most  part,  can  best  secure  dealer  space  on  the 
counter  if  packed  in  a  well-designed,  properly  con- 
structed display  container  which  automatically  fur- 
nishes both  show-card  advertising  and  display  of  a 
quantity  of  the  actual  merchandise.  These  display, 
containers  must  of  course  be  specially  designed 
otherwise  they  lack  individuality  and  the  dealer  is 
less  likely  to  utilize  the  container. 

Three-panel  Screens  lend  themselves  so  effectively 
to  decorative  effect  that  practically  every  manu- 
facturer gets  out  a  three-panel  screen  display 
sometime  or  other.  Their  main  objection  is 
commonness.  If  a  three-panel  screen  proves, 
after  all,  to  be  the  best  construction  for  a  given 
display,  by  all  means  stick  to  it.  But  the  trouble 
is  that  three-panel  screens  are  not  usually  selected 
because  they  are  best  but  because  they  are  the 


Counter 
Containers 


Three- 
panel 
Screens 


II 


Value  of 

Novel 

Construction 


150        WINDOW  AND  STORE  DISPLAY 

easiest  to  think  of  and  easiest  for  the  artist  to 
work  out!    They  save  gray  matter— but  adver- 
tising was  never  helped  by  this  kind  of  saving! 
On  the  other  hand,  a  little  ingenuity  in  working 
out  a  construction  that  is  novel  in  itself  and  at 
the  same  time  fits  the  display   idea   or  picture 
will  go   a  long   way   toward   influencing  dealer 
cooperation. 
It's  worth  this  extra  effort. 
A  good  rule  is  never  to  decide  on  a  three-panel 
effect   until   you   have   rejected   some   alternate 
constructions  and  the  three-panel  proves  the  best 
for  your  purpose.     In  other  words,  use  it  because 
it  is  best— and  not  because  you  don't  want  to 
bother.   Professor  Clark  of  Chicago  University  said 
something  when  he  uttered  his  caution  never  to 
accept  your  first  thought  but  reject  it  at  once  and 
think  up  something  else  with  which  to  compare 
it— since  the  first  idea  is  almost  sure  to  be  the 
**cork  in  the  bottle"  and  until  it  is  out  of  the  way 
it  stops  everything  else  from  flowing. 

Novel  construction  for  cutouts,  window  dis- 
plays, and  counter  displays  are  numerous,  but  not 
all  of  them  practical.  If  necessary  get  hold  of  a 
real  display  man  and  let  him  work  for  you.     Re- 


14 


CONSTRUCTION  ALL  IMPORTANT      151 

member  that  the  whole  business  of  display  is  still 
in  its  infancy  and  there  are  many,  many  unex- 
plored possibilities  waiting  for  the  advertiser  who 
is  willing  to  let  some  creative  and  experienced  mind 
evolve  something  new  and  original. 

New  ideas  cost  more  and  they  are  worth  more. 

The  retailer  is  on  the  lookout  for  something  new 
if  he  can  get  it. 

He  knows  what  gets  attention  and  what  gives 
his  store  prestige.  The  retailer  always  welcomes 
a  new  hind  of  window  display.  He  knows  it's 
good  business  for  its  own  sake,  regardless  of 
what  it  advertises.  You  can  get  good  dealer  co- 
operation in  the  face  of  all  sorts  of  trade  handi- 
caps— such  as  cut-price  situation,  no-profit  line, 
staple,  or  even  trade  ill-will,  if  you  are  just  for- 
tunate enough  to  get  hold  of  something  absolutely 
new  in  display  for  the  dealer. 

Change  has  a  tonic  effect  on  all  of  us.  It's  an 
alterative  treatment,  and  in  that  respect  good  for 
whatever  ails  us. 

In  fact,  one  of  the  prime  things  in  display  man- 
agement is  to  consider  well  in  advance  all  the 
probabilities  to  be  met  with  and  when  there  is  a 
prospect  of  less  than   normal   cooperation,   the 


■'II 

;l 


Be  Sure 
Novel 

Construction 
Is  Practical 


152        WINDOW  AND  STORE  DISPLAY 

thing  to  do  is  not  to  neglect  it  on  that  account 
but  use  that  much  more  effort  and  ingenuity  to 
solve  the  problem. 

Now,  then,  admitting  the  value  of  construction 
as  a  factor  in  inducing  display  cooperation,  the 
question  is  how  to  get  it. 

This  is  one  of  the  interesting  sides  of  display 
planning  because  it  calls  for  a  certain  ingenious 
type  of  mind,  plus  a  childlike  joy  in  "playing" 
with  a  sheet  of  cardboard  to  see  what  it  can  be 
coaxed  to  do.     Practical  construction  requires  a 
knowledge  of  the  laws  governing  the  nature  of  the 
raw  material  (cardboard)  such  as   grain   of  the 
stock,  warping,  coatings,  mounting,  pasting,  scor- 
ing, cutting.     Moreover,  it  calls  for  engineering 
knowledge   of   stresses   and   strains   and   weights 
which   can   be   supported,   plus   an   architectural 
sense  of  proportion  and  harmony  and  what  will 
coordinate  best  with  the  needs  of  the  artist,  plus 
— an  acquired  commonsense  as  to  what  is  and 
what  is  not  practical  in  cardboard. 


I 


CHAPTER  XXIII 

TEE  MODERN  USE  OF  DISPLAY  CONTAINERS 

ON  PAGE  one  hundred  and  forty-nine 
mention  was  made  of  a  certain  class  of 
products,  put  up  in  small  packages  and 
of  popular  selling  price,  which  are  not  only  logical 
goods  for  the  dealer  to  place  on  top  of  showcase  or 
counter,  but  which  physically  lend  themselves  to 
merchandising  via  a  special  display  container. 

For  instance,  in  the  grocery  line,  small  package 
confection  line,  toilet-goods,  and  drug  specialty 
and  drug  sundry  lines  are  to  be  found  many,  many 
worthy  products  which  the  dealer  can  be  in- 
duced to  place  directly  on  the  counter  instead  of 
distributing  them  in  stock  on  shelves  or  in  drawers 
or  bins  under  the  counter. 

Obviously,  if  the  manufacturer  does  succeed 
in  getting  the  retail  store  to  thus  display  a  partic- 
ular small-package  product,  the  movement  of  the 
goods  is  speeded  up  and  both  the  dealer  and  the 
manufacturer  are  benefited. 

153 


Limited  to 
Certain 
Slinds  of 
Goods 


II 


Obstacle 
to  Be 
Overcome 


Goods 
Selected 
for  Counter 


154        WINDOW  AND  STORE  DISPLAY 

The  problem  sifts  down  to  this:  How  to  do  it? 

Take  a  moment  and  look  back  over  the  years 
and  see  first  of  all  what  is  the  natural  way  of 
treating  a  particular  kind  of  merchandise  when 
received  by  the  dealer:  He  opens  it  up,  mentally 
classifies  it,  and  more  or  less  automatically  assigns 
it  a  certain  place  in  stock,  the  choice  of  this  place 
depending  on  the  one  big  thought  of  convenience 
— convenience  in  handling  or  storing  until  called 
for,  convenience  of  finding  when  wanted. 

Once  assigned  to  its  "proper"  shelf,  bin,  drawer, 
cabinet,  or  box,  the  product  is  practically  "out  of 
sight  and  out  of  mind"  until  it  is  called  for. 

From  time  immemorial  this  has  been  the 
natural  way  of  dealing  with  items  of  stock — 
the  storekeeper  of  his  own  initiative  from  time 
to  time  selecting  specific  items  for  display,  being 
activated   by    one    of    three    personal    motives: 

— unusual  attraction  in  the  goods  themselves,  so 
that  dealer  takes  pride  in  showing  them  off  for 
stock; 

— discovery  that  he  is  "stuck"  with  the  goods 
and  must  deliberately  exert  himself  to  "push"  them; 

— convenience — goods  being  unusually  salable 
they  are  placed  where  they  are  easiest  to  see. 


EXAMPLES    OF   MODERN    DISPLAY    CONTAINERS 

This  type  of  container  is  recommended  where  display  is  desired,  but  where 
the  customer  does  not  necessarily  help  himself 


n  ■ 

I 


Obstacle 
to  Be 
Overcome 


Goods 
Selected 
for  Counter 


154        WINDOW  AND  STORE  DISPLAY 

The  problem  sifts  down  to  this:  How  to  do  it? 
Take  a  moment  and  look  back  over  the  years 
and  see  first  of  all  what  is  the  natural  way  of 
treating  a  particular  kind  of  merchandise  when 
received  by  the  dealer:  He  opens  it  up,  mentally 
classifies  it,  and  more  or  less  automatically  assigns 
it  a  certain  place  in  stock,  the  choice  of  this  place 
depending  on  the  one  big  thought  of  convenience 
—convenience  in  handling  or  storing  until  called 
for,  convenience  of  finding  when  wanted. 

Once  assigned  to  its  "proper"  shelf,  bin,  drawer, 
cabinet,  or  box,  the  product  is  practically  "out  of 
sight  and  out  of  mind"  until  it  is  called  for. 

From  time  immemorial  this  has  been  the 
natural  way  of  dealing  with  items  of  stock — 
the  storekeeper  of  his  owti  initiative  from  time 
to  time  selecting  specific  items  for  display,  being 
activated    by    one    of    three    personal    motives: 

— unusual  attraction  in  the  goods  themselves,  so 
that  dealer  takes  pride  in  showing  them  off  for 
stock; 

— discovery  that  he  is  "stuck"  with  the  goods 
and  must  deliberately  exert  himself  to  "push"  them; 

— convenience — goods  being  uimsually  salable 
they  are  placed  where  they  are  easiest  to  see. 


^ 


'^^A 


M.^^ 


^^ 


EXAMPLES    OF    MODERN    DISPLAY    CONTAINERS 

This  type  of  container  is  recommended  where  display  is  desired,  but  wliere 
the  customer  does  not  necessarily  help  himself 


i 

i. 


Crisp  and  Flaky 


GOODRICH 


u     *. 


ITS  THE  BORAX  IN  THE  SOAP 
:  THAT  DOES  THE  WORK 


GombiMrtiMiRMMirSlwct 


m^mmmm 


GOODRICH 

Crtirtkindtion  Rtji^ir  Slkeel 


RECENT  DEVELOPMENTS  OF  THE  COUNTER  CONTAINER 

The  elevation  of  the  box,  and  the  rigidly  supported  display  card,  are 

important  features  of  this  type 


USE  OF  DISPLAY  CONTAINERS 


155 


Counter  space,  being  recognized  as  the  most 
valuable  selling  space  in  the  whole  store,  is  always 
at  a  premium.  Space  competition  is  keen.  Nat- 
urally that  product  has  the  most  likely  chance 
for  the  counter  which  is 

— superior  in  attraction 

— profitable  for  dealer  to  sell. 

Keep  in  mind  that  we  are  talking  now  of 
strictly  small-package  goods,  of  popular  appeal 
and  popular  price.  The  dealer  recognizes  these 
largely  as  "impulse  goods"  since  purchases  are 
almost  entirely  unpremeditated  when  the  customer 
enters  the  store. 

Some  manufacturers  first  tried  the  plan  of  packing 
their  dozens  or  half  dozens  in  good  quality  outside 
cartons  so  that  the  dealer  could  place  these  nicely 
printed  boxes  open  on  the  counter.  This  served 
the  purpose  of  holding  the  httle  packages  together, 
but  the  inverted  box  cover  with  letters  upside 
down  had  absolutely  no  sales  or  advertising  value 
on  the  counter.  The  dealer  had  to  make  a  httle 
card  lettered  with  the  product's  name  and  stick 
it  in  top  of  the  open  box — or  simply  trust  to  the 
little  packages  advertising  themselves.  Before 
long  it  came  to  be  seen  that  the  printing  of  these 


Display 
Box  Im- 
practical 


I 


Goodrich 

Rubber  Cement 


c-s'A"  Bars 

Crisp  And  Ftaky 


GOODmCH 


BMMirShfMt 


ITS  THE  BORAX  IN  THE  SOAP 
:  THAT  DOES  THE  WORK 


I 


GOODRICH 


Combination 


Rfi>.«ir  Sheet 


RECENT    DEVELOPMENTS    OF   THE    C'OrXTEK    COXTAINER 

The  elevation  of  the  hox,  and  the  rigidly  supported  display  card,  are 

important  features  of  this  type 


USE  OF  DISPLAY  CONTAINERS 


155 


Counter  space,  being  recognized  as  the  most 
valuable  selling  space  in  the  whole  store,  is  always 
at  a  premium.  Space  competition  is  keen.  Nat- 
urally that  product  has  the  most  likely  chance 
for  the  counter  which  is 

— superior  in  attraction 

— profitable  for  dealer  to  sell. 

Keep  in  mind  that  we  are  talking  now  of 
strictly  small-package  goods,  of  popular  appeal 
and  popular  price.  The  dealer  recognizes  these 
largely  as  "impulse  goods"  since  purchases  are 
almost  entirely  unpremeditated  when  the  customer 
enters  the  store. 

Some  manufacturers  first  tried  the  plan  of  packing 
their  dozens  or  half  dozens  in  good  quality  outside 
cartons  so  that  the  dealer  could  place  these  nicely 
printed  boxes  open  on  the  counter.  This  served 
the  purpose  of  holding  the  httle  packages  together, 
but  the  inverted  box  cover  with  letters  upside 
down  had  absolutely  no  sales  or  advertising  value 
on  the  counter.  The  dealer  had  to  make  a  little 
card  lettered  with  the  product's  name  and  stick 
it  in  top  of  the  open  box — or  simply  trust  to  the 
little  packages  advertising  themselves.  Before 
long  it  came  to  be  seen  that  the  printing  of  these 


Display 
Box  Im- 
practical 


What  Is 
a  Display 
Container? 


'^ 


n 


156        WINDOW  AND  STORE  DISPLAY 

handsome  boxes  was  waste — they  did  not  prompt 
the  dealer  to  give  the  goods  counter  space,  and  he 
merely  shucked  them  off  the  goods  and  dumped 
the  little  packets  in  the  most  convenient  bin  or 
cabinet  or  drawer,  the  same  as  before. 

Necessity  is  the  mother  of  invention.  Out 
of  this  growing  need  of  advertisers  of  small-package 
products  came  the  modem  display  container. 

A  display  container  is  not  merely  a  packing 
carton  for  small  goods. 
It  is  not  merely  a  handsome  box. 
It  is  a  folding  carton  so  devised  that  it  answers 
the  purpose  at  the  factory  of  a  secure  container 
for  holding  a  given  quantity  of  goods,  but  at  the 
same  time  converts  itself  into  a  counter  display 
ready-packed  with  the  goods,  when  the  container 
is  opened  up  by  the  dealer. 

It  is,  in  fact,  an  "original  package"  taking  the 
place  of  the  usual  straw-board  or  printed  card- 
board box,  but  it  is  more  than  that  as  soon  as  it 
reaches  the  dealer,  because  it  is  a  self-display. 
The  dealer  opens  this  "original  package"  and 
— presto,  it  changes  form  in  his  hands  and  he 
sees  before  him  a  complete  attractive  display 
unit  for  his  counter. 


USE  OF  DISPLAY  CONTAINERS         157 

The  evolution  of  these  folding  display  containers 
is  one  of  the  interesting  things  in  advertising  and 
merchandising. 

There  are  on  the  market  to-day  several  styles 
which  have  proved  extraordinarily  successful. 
An  immense  amount  of  ingenuity  has  been  ex- 
pended on  this  one  problem  of  perfecting  the  idea 
of  a  self-display  container,  which  everybody  ad- 
mitted v/as  a  valuable  idea.  Like  all  ideas  it  had 
to  be  disciplined  to  make  it  behave  and  particu- 
larly to  make  it  stand  up  in  actual  practice. 

The  picture  shows  a  group  of  different  style 
patented  containers,  representing  the  most  pop- 
ular kinds  on  the  market. 

The  question  may  well  be  asked — WTiat  makes 
a  good  display  container.^ 

The  answer  depends  on  the  kind  of  product. 

A  display  container  must  suit  the  nature  of  the 
small  package  and  also  the  quantity  the  manu- 
facturer uses  as  unit  of  sale.  It  m.ust  hold  the 
unit,  protect  the  goods,  facilitate  handling  in 
shipping,  jobbing,  etc.,  provide  identification 
throughout  all  distributing  agencies,  and  it  must 
arrive  safe  and  sound  with  the  goods  at  the 
dealer  s.     Having  got  that  far  its  function  now 


I 


Various 

Types 

Available 


Features  to 
Consider 


'  ♦ 


•  ( 


158 


WINDOW  AND  STORE  DISPLAY 


Merchan- 
dising 
Value  of 
Containers 


changes  to  one  of  service  for  the  retailer.  What 
was  apparently  a  mere  package  becomes  a  display 
for  the  counter.  It  now  proves  its  individual  use- 
fulness not  only  as  a  container  for  the  merchandise 
but  as  a  silent  salesman. 

Containers  are  like  people  and  have  their  own 
characteristics.  Some  can't  stand  the  gaff,  get 
wobbly,  and  go  out  of  existence.  Some  lack  in- 
dividuality at  the  very  start,  or  can't  hold  up 
their  heads  or  are  otherwise  bashful  in  pushing 
their  product. 

Not  all  products  are  adapted  for  counter  con- 
tainer display. 

But  where  the  product  fits  into  this  distinctly 
most  modern  method  of  merchandising  the  manu- 
facturer has  everything  to  gain.  It  keeps  the  goods 
and  the  display  together  and  it  insures  actual  use 
of  display  because  it  is  easier  for  the  dealer  to  use 
the  goods  as  they  arrive  than  it  is  to  discard  the 
novel  folding  container.  Moreover,  the  display 
survives  on  the  counter  until  the  last  packet  is 
sold. 

Of  course  it  increases  the  individual  dealer's  sales 
— counter  display  will  always  do  that  for  a  product. 

Many  of  the  big  spectacular  successes  in  recent 


HI 

Q 


C      r= 


f. 


H^  5 


O 

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O 

o 

D 
C 

w 

en 


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158 


WINDOW  AND  STORE  DISPLAY 


i 


Merchan- 
dising 
Value  of 
Containers 


changes  to  one  of  service  for  the  retailer.  What 
was  apparently  a  mere  package  becomes  a  display 
for  the  counter.  It  now  proves  its  individual  use- 
fulness not  only  as  a  container  for  the  merchandise 
but  as  a  silent  salesman. 

Containers  are  like  people  and  have  their  own 
characteristics.  Some  can't  stand  the  gaff,  get 
wobbly,  and  go  out  of  existence.  Some  lack  in- 
dividuality at  the  very  start,  or  can't  hold  up 
their  heads  or  are  otherwise  bashful  in  pushing 
their  product. 

Not  all  products  are  adapted  for  counter  con- 
tainer display. 

But  where  the  product  fits  into  this  distinctly 
most  modern  method  of  merchandising  the  manu- 
facturer has  everything  to  gain .  It  keeps  the  goods 
and  the  display  together  and  it  insures  actual  use 
of  display  because  it  is  easier  for  the  dealer  to  use 
the  goods  as  they  arrive  than  it  is  to  discard  the 
novel  folding  container.  Moreover,  the  display 
survives  on  the  counter  until  the  last  packet  is 
sold. 

Of  course  it  increases  the  individual  dealer's  sales 
— counter  display  will  always  do  that  for  a  product. 

Many  of  the  big  spectacular  successes  in  recent 


^       s 


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USE  OF  DISPLAY  CONTAINERS         159 


years  have  owed  a  big  part  of  their  results  to  this 
device  of  getting  dealers  to  put  the  new  product 
up  on  the  counter  where  it  could  be  seen  by  the 
public— "Life  Savers"  and  "Charms"  are  good 
examples  of  quick  and  fast  work  based  on  this 
fundamental  method  of  merchandising. 

Without  specially  devised  display  containers  in 
which  the  goods  reached  the  dealer  all  ready  for 
use  as  display  there  would  have  been  no  way  of 
getting  universal  cooperation  from  the  thousands 
of  big  and  little  stores,  newsstands,  lobbies,  etc., 
where  "Life  Savers"  and  "Charms"  were  sold. 

Specific  individual  tests  have  shown  how  various 
products  react  in  sales  when  they  are  packed  in  a 
display  container  which  the  dealer  places  on  his 
counter.    A  few  of  these  are  appended. 

Flavoring  Extract:  Sales  rose  from  68  bottles 

to  154  bottles  or  126  per 
cent. 

Dental  Cream:         ^  Sales  rose  from  160  tubes  to 

417  tubes  or  165  per  cent. 
Sales  rose  from  72  to  125  or 

74  per  cent. 
Sales  rose  from  358  pack- 
ages to  1,074  packages,  or 
180  per  cent. 


Spark  Plug; 
Candy: 


Sales 

Increased 

by 

Containers 


( 


r 


Small- 
town 
Consumers 


CHAPTER  XXIV 

IMPORTANCE  OF  THE  SMALL-TOWN  DEALER 

THE  assertion  has  been  made  that  82  per 
cent,  of  all  goods  sold  through  retail  stores  in 
the  United  States  find  their  outlet  through 
dealers  in  small  towns. 

Certainly  the  small-town  field  represents  a 
tremendous  factor  in  the  marketing  of  any  trade- 
marked  product.  According  to  Census  figures  the 
rural  population  of  the  country  represents  half 
the  total — 

1910  Census     53.7  per  cent,  rural 
1920  Census    48.1  per  cent,  rural 

But  the  small-town  market  includes  more  than 
this  rural  population.  It  is  necessary  to  bear  in 
mind  that  the  Census  classifies  as  rural  population 
in  towns  up  to  2,500;  and  all  above  that  as  urban, 
whether  in  large  or  small  towns.  On  the  other 
hand,  the  advertiser  includes  in  his  "small-town 
field"  all  towns  of  below  10,000  population— a 

160 


THE  SMALL-TOWN  DEALER  161 

total  which  approximates  57,000  separate  and 
distinct  distribution  points  on  the  map  for  na- 
tional advertisers  to  consider. 

The  classification  of  buying  communities  in  the 
United  States,  according  to  1910  figures  (those  for 
1920  not  being  yet  available),  was  as  follows: 

51,192  towns  under      1,000  population 
2.926  1,000—2,500 

1»073  2,500—5,000 

536  5,000—10,000 

S29  10,000—25,000 

111  25,000—50,000 

58  50,000—100,000 
50                        100,000  and  over 

Later  figures  will  affect  the  larger  town  classifi- 
cations more  particularly,  hence  will  not  materially 
alter  these  statements. 

In  towns  not  exceeding  5,000  population  it  has 
been  estimated  there  are  approximately  fifty-four 
million  people  whose  every-day  wants  are  served 
by  the  following; 

141,724  general  stores 
33,131  grocery  stores 
8,733  dry  goods  stores 


Most  Towns 
Are  Small 
Towns 


SmaU- 

town 

Dealers 


"Main 

Street" 

vs. 

WaU  Street 


Surprising 
Volume 


162        WINDOW  AND  STORE  DISPLAY 

3,035  shoe  stores 
25,870  drug  stores 

1,474  men's  furnishing  stores 

9,200  clothing  stores 
21,143  hardware  stores 
12,463  jewelry  stores 

It  is  these  facts  which  lead  one  magazine  writer 
to  exclaim  back  in  March,  1915,  "The  really  big 
business  is  not  done  in  the  big  cities  or  near  Wall 
Street.  It  is  done  on  Main  Street— the  principal 
business  thoroughfare  of  the  little  cities,  the  towns, 
and  the  villages— the  street  where  the  leading  shops 
of  the  place  are." 

"Main  Street,"  said  Edward  James  in  To-day's 
Magazine,  March,  1915,  "is  the  longest  street  in 
the  United  States,  the  richest  and  most  substan- 
tial, the  most  vital  to  the  commercial  life  of  the 
whole  country.  The  business  that  goes  on  in 
Main  Street  day  and  night,  week  in  and  week  out, 
would  make  the  popular  conception  of  big  business 
look  like  a  drop  in  a  bucket  if  the  two  aggregates 
could  be  compared." 

Magazines   like   System  have  cited  interesting 
cases  of  big  business  built  up  by  individual  enter- 


THE  SMALL-TOWN  DEALER 


163 


prise  of  some  small-town  dealer — in  spectacular 
cases  running  from  a  half  milHon  to  a  million-dollar 
volume.  Such  successes  are  exceptional.  But  do 
they  not  point  a  moral  to  the  story  and  show  how 
vastly  business  in  small  towns  can  be  augmented 
by  simple  attention  to  modern  merchandising 
methods.^  As  for  the  average  volume  of  business, 
it  undoubtedly  is  higher  than  the  average  for  the 
same  type  of  store  in  the  big  cities.  In  the  town 
of  Blanchester,  O.,  of  less  than  two  thousand  popu- 
lation, reports  by  Walter  W.  Manning  of  Woman'' s 
World,  in  1915,  showed  that  four  dry  goods  stores 
shared  an  annual  business  of  $110,000  from  this 
community,  the  three  hardware  stores  had  a  com- 
bined volume  of  $120,000,  and  the  ten  grocery  out- 
lets totalled  $140,000. 

All  this  in  a  strictly  "rural"  community  as 
classed  by  the  Census  enumerator,  namely,  a  town 
under  2,000  population. 

The  dealer  in  the  small  town  is  almost  sure  to  be 
a  leading  spirit  in  the  community.  His  individual 
influence  is  something  to  consider,  even  more  than 
is  that  of  the  big  city  distributor.  He  comes  in 
close  everyday  contact  with  his  public.  He  cannot 
bank  on  the  shiftings  and  changings  of  new  trade. 


Closer  to 
Community 


Needs  of 

Small-town 

Dealer 


164        WINDOW  AND  STORE  DISPLAY 

he  must  make  good  with  his  permanent  public. 
He  is  the  dealer  who  most  needs  help  from  the 
manufacturer,  and  as  a  general  thing  he  responds 
to  help  most  readily,  if  properly  put  to  him  by  the 
manufacturer.  His  faults  are  almost  wholly  due 
to  lack  of  breadth  of  view — or,  in  other  words,  lack 
of  experience.  His  heart  is  all  right— namely,  in 
his  future  business  success.  He  can  therefore  be 
approached  from  this  angle,  and  if  intelligently 
handled  is  more  than  grateful  for  the  help  which 
one  of  greater  merchandising  acumen  and  advertis- 
ing experience  can  give  him. 

Clearly  it  is  up  to  the  manufacturer  to  supply 
whatever  the  handicapped  small-town  dealer  lacks 
in  the  way  of  initiative  and  experience. 

Dealer-display  plans  offer  the  most  practical 
cooperation  for  the  dealer  on  Main  Street.  To 
quote  from  Walter  M.  Manning's  survey,  the  small- 
town dealer  almost  invariably  "feels  a  pride  in  his 
windows,  he  would  like  to  have  them  look  well  to 
please  himself;  but  the  larger  idea  of  realizing  their 
sales  value  and  putting  the  pep  into  them  in  such 
a  way  that  they  will  not  only  look  attractive  but 
sell  goods  and  keep  the  best  trade  in  town  by  creat- 
ing desire,  is  a  few  steps  beyond  his  imagination." 


THE  SMALL-TOWN  DEALER 


165 


Out  of  631  retailers  in  small  towns  interviewed 
by  the  Woman's  World  in  1915  in  towns  of  from 
750  to  3,000  population,  practically  an  overwhelm- 
ing majority  showed  willingness  to  cooperate  with 
National  Brand  advertising  as  follows: 

Question  No.  1  Do  you  like  to  have  manu- 
facturers send  you  win- 
dow trims. f^ 

Answer:     553  said  Yes 
39  said  No 
39  no  answer 

Question  No.  2  Do  you  like  to  carry  adver- 
tised goods  if  they  show 
you  a  profit  on  cost  of 
doing  business  .f' 

Answer:     532  said  Yes 
62  said  No 
37  no  answer 

In  these  one-street  towns,  containing  perhaps 
fifty,  seventy -five,  or  a  hundred  stores,  the  main 
business  street  is  sure  to  be  a  promenade  and  a 
really  good  display  gets  practically  100  per  cent. 


Potency  of 
Displays 


4  '1^ 


**Passersby" 
in  Small 
Towns 


166        WINDOW  AND  STORE  DISPLAY 

attention-^ccasionally  a  mention  in  the  social 
column  of  the  local  paper.     Everybody  sees  it-^ 
and  half  of  everybody  is  very  likely  to  comment 
on  it,  so  that  a  good  display  earns  additional  word- 
of-mouth  advertising.     Moreover,  with  the  least 
effort,  it  can  be  made  to  earn  something  even 
more  tangible   than   this-for  if  the  display   is 
featured  to  the  small-town  dealer  as  a  store  sell- 
ing plan  for  him  individually,  it  is  very  easy  to  get 
him  not  only  to  use  the  display  but  to  spend  his 
own  money  in  the  local  papers  to  run  electros  or 
other  advertising  furnished  by  the  manufacturer. 
In  fact,  there  are  limitless  opportunities  for  add- 
ing considerable  of  "unearned  increment"  to  the 
advertising   investment   for   cooperation    of    the 
small-town  dealer. 

In  small  towns  it  is  safe  to  estimate  that  from 
300  to  500  persons  pass  the  average  dealer's  store 
m  a  day.  These  passersby  are  "circulation" 
just  as  readers  for  a  magazine  constitute  its  cir- 
culation. The  circulation  for  a  small-town  dealer's 
window  is  somewhat  different  from  that  of  the 
big  cities— it  is  a  circulation  more  select  in 
quality  because  the  passerby  has  more  time 
to   look,   has   a   more  positive  attitude  toward 


THE  SMALL-TOWN  DEALER 


167 


(hat  individual  dealer,  so  that  the  advertising  is 
associated  with  the  store  selling  the  goods  per- 
manently. In  most  cases,  also,  the  ability  to  buy 
compares  more  favorably. 

That  manufacturers  owe  more  attention  to  the 
small-town  dealer  cannot  be  questioned.  The 
small-town  dealer  is  the  logical  victim  of  the  new 
disease  of  "mail-order  buying"  which  is  a  product 
of  faulty  present  distribution  methods.  What- 
ever helps  distribution  will  help  the  small-town 
dealer.  More  complete  small-town  distribution 
will  make  it  easier  for  the  consumer  to  get  what  he 
wants  without  the  trouble  and  risk  of  "sending 
off  for  it."  And  one  of  the  best  aids  in  lining  up 
small-town  distribution,  and  at  the  same  time  one 
of  the  best  guarantees  of  "keeping  the  home  trade 
at  home"  after  distribution  is  secured,  is  to  furnish 
the  small-town  dealer  with  a  ready-made  store 
display  selling  plan. 

More  and  more  advertisers  appreciate  this  fact. 

The  turning  point  has  undoubtedly  been  reached, 
and  the  next  five  years  will  see  tremendous  im- 
provement in  using  to  100  per  cent,  efficiency  the 
waiting  machinery  for  small-town  distribution — the 
more  than  a  quarter  billion  retail  outlets  to  transact 


Help 
Needed 


Selected 
Dealer  or 
Mass  of 
Dealers? 


168        WINDOW  AND  STORE  DISPLAY 

business   on   more   than   fifty   thousand    "Main 
Streets." 

One  common  failing  with  many  advertisers  is 
to  think  of  their  dealers  in  terms  of  the  ultra  se- 
lect, in  big  cities.    Subconsciously,  they  measure 
all   display   material   with   the   challenge   "Will 
Macy,  will  Altman  use  it.?"     "WTiat  will  Wana- 
maker  do.?"    In  considering  dealer  display  as  a 
medium,  the  advertiser  must  learn  to  think  in 
mass,  in  volume  of  display  windows.     It  is  not  the 
exceptional   but  the  average  he  must  consider. 
Important  as  the  big  independent  store  may  be 
for  prestige  or  actual  sales  for  the  product,  do  not 
confuse  this  issue  with  the  broad  general  problem 
of  dealer  cooperation— the  use  of  displays  by  the 
great  mass  of  dealers,  big  and  little  stores,  which 
constitute   your   national   distribution.     No   na- 
tional advertiser  measures  his  national  copy  to 
fit  exactly  Macy  or  Wanamaker,  but  to  fit  the 
average  dealer  wherever  located.     It  is  the  aver- 
age dealer  that  produces,  in  total,  the  big  volume 
of  business. 


1/ 


CHAPTER  XXV 

HOW  DISPLAYS  MAY  BE  USED   TO  EDUCATE  DEALER 

AND  CLERKS 

A  WELL-KNOWN  psychologist  comments 
on  the  fact  that  it  is  physically  impossible 
for  the  average  man  or  woman  to  keep 
in  mind  the  name  and  special  arguments  for  more 
than  a  half  dozen  brands  of  a  given  commodity — 
whereas  there  might  be  running  full  tilt  some 
twenty  to  forty  conspicuous  advertising  cam- 
paigns in  that  one  line. 

Even  a  seasoned  advertising  man  who  has  been 
studying  Brand  Advertising  for  over  a  decade 
will  find  it  something  of  a  poser  to  clearly  and 
accurately  set  down  the  specific  arguments  differ- 
entiating each  of  three  or  four  brands  from  one 
another. 

Isn't  it  folly,  then,  for  some  manufacturers  to 
rail  at  the  dealer  and  more  particularly  the  dealer's 
clerk  for  the  fault  of  not  "appreciating"  selling 
arguments.? 

169 


Retailer 
Unable  to 
Remember 
EverjTthing 


t|j,; 


Customer 

Knowledge 

vs. 

Dealer 

Knowledge 


170        WINDOW  AND  STORE  DISPLAY 

The  druggist  carrying  more  than  three  thousand 
separate  items  in  regular  stock,  and  the  grocer 
carrying  from  a  thousand  to  two  thousand 
may  be  excused  for  lapses  in  merchandise  knowl- 
edge. 

The  truth  is  that  the  Modern  Advertiser  has 
started  something  which  now  he  must  finish— 
and  he  cannot  finish  it  until  he  bridges  the  gap 
between  the  General  Publicity  and  the  Consumer- 
Ready-to-Buy  at  the  dealer's. 

Just  as  small-town  merchants  learned  to  their 
sorrow  that  mail-order  houses  could  coach  the 
customer  to  a  point  where  the  customer  would 
know  a  great  deal  more  about  the  goods  than  did 
the  merchant  himself,  just  so  dealers  in  general 
are  face  to  face  with  the  problem  of  dealing  in 
Brands,  whereas  the  consumer  is  sold  on  some 
specific  argument. 

Reason  Why  advertising  is  foolish  if  the  Ad- 
vertiser does  not  guard  against  the  breakdown  of 
argument  when  the  customer  sizes  up  the  goods 
at  the  dealer's.  It  is  putting  a  pretty  long  strain 
on  General  Publicity  to  expect  it  to  stretch  over 
time  and  spac^-often  months  and  miles  away 
from  the  actual  sale.     Many  a  customer  who  has 


EDUCATE  DEALER  AND  CLERKS         171 

been  worked  up  to  enthusiasm  and  loyalty  for  a 
Brand  is  discouraged  by  the  cold  attitude  of  the 
clerk  or  dealer  who  knows  only  the  name  and  price 
of  the  commodity.  It  is  dangerous  to  trust  that 
consumer  enthusiasm  will  in  time  "educate"  those 
back  of  the  counter.  The  dealer's  coldness  may 
quench  more  than  the  consumer's  desire  can 
warm — and  so  another  sale  is  lost. 

Out  of  this  situation  has  arisen  a  real  and  dis- 
tinct function  for  display  material— to  serve  first 
of  all  as  a  sales  coach  and  prompter  for  the  retailer. 
A  piece  of  display  material  can  be  made  to  fur- 
nish the  merchandise  facts   essential   to  closing 
the  actual  sale,  and  do  this  without  losing  its  es- 
sential display  value.     In  other  words,  a  dealer 
display  occupies  a  middle  ground  between  a  bill- 
board and  a  magazine  or  newspaper  advertisement 
-—and  for  that  reason  frequently  permits  of  more 
copy  than  the  former,  though  always  less  than  the 
latter.     These  bits  of  copy,  however,  should  never 
be  spread  over  the  main  display,  but  kept  as  com- 
pact   as    possible— entirely    subordinate    to    the 
main  domination. 

Suppose,  for  instance,  you  are  a  manufacturer 
of  a  dental  cream  and  your  dealers  carry  in  stock 


Display 
Should 
Coach  the 
Dealer 


Keeping 
Track  of 
Merchandise 
Facts 


172        WINDOW  AND  STORE  DISPLAY 

on  an  average  some  twenty  different  well-known 
brands  of  tooth  paste.  Your  national  advertis- 
ing is  doing  well  if  in  addition  to  giving  your  name 
dominance  it  interests  the  customer  in  your 
selling  argument.  But  isn't  it  too  much  to  expect 
that  the  average  dealer  or  clerk  will  instantly 
recall  that  argument  or  be  able  to  classify  the 
twenty  different  brands  that  happen  to  be  in 
stock,  according  to  the  facts  which  serve  to 
differentiate  one  dentifrice  from  another?  For 
instance. 

Which  dentifrices  advertised  are  friction  clean- 
ers? 

WTiich  dentifrices  cleanse  by  saponification? 
AATiich  dentifrices  have  quahty  of  antisepsis  or 

other  medication? 
A^Tiich  dentifrices  have  bleaching  action? 
^Miich  dentifrices  have  been  on  market  longest 

and  how  do  they  rank  in  seniority? 
WTiich  dentifrices  have  exclusive  or  spectacular 

sales  argument? 

Safe  to  say  there  are  a  good  many  men  on  the 
road  selling  tooth  paste  who  could  not  pass  such 


EDUCATE  DEALER  AND  CLERKS        173 

an  examination.  Then  why  the  mere  clerk? 
Even  dentists  with  a  professional  interest  in  the 
varied  arguments  would  in  many  cases  confuse 
some  well-advertised  names  with  other  well- 
advertised  arguments.  This  is  simply  because 
both  the  salesman  and  the  dentist,  like  the 
dealer  and  the  clerk,  are  human  beings  first  of  all, 
and  the  human  mind  tends  to  fuse  together  a 
multiplicity  of  impressions. 

This  is  just  an  example.  The  same  situation 
applies  to  many  everyday  articles  which  seek  to 
distinguish  themselves  through  brand  emphasis 
and  striking  arguments. 

The  right  kind  of  display  material  will  do  more 
than  anything  else  tG  set  the  store  on  the  right 
track  as  regards  a  particular  dentifrice— or  face 
cream,  flavoring  extract,  house  paint,  or  cocoa. 
It  is  the  next  best  thing  to  a  heart-to-heart  talk 
from  your  own  personal  representative  calling  on 
the  dealer,  and  it  has  the  advantage  of  talking 
to  the  clerk  when  not  too  busy  to  listen,  also  of 
being  right  there  for  timely  help  when  the  sale  is 
about  to  be  made. 

Moreover,  on  the  back  of  the  cutout  or  counter 
display  or  display  container  there  is  always  space 


utaizing 

Display  to 

Educate 

Dealer 


174        WINDOW  AND  STORE  DISPLAY 

available   for    "educating"    the    clerk.     This    is 
the  best  of  all  space  for  direct  dealer  copy- 
particularly  that  on  the  back  of  display  stands  or 
containers  which  are  up  on  the  counter  and  there- 
fore continuously  before  the  clerk  or  dealer.  This 
space  should  be  utilized,  preferably  in  some  con- 
crete   way,    with    specific    helpful    suggestions. 
With  cutouts  or  window  material  some  sort  of 
letter  or  circular  illustrated  with  suggestive  dia- 
grams or  picture  should  be  sent  to  the  dealer. 
Often  the  best  way  is  to  paste  this  right  on  the 
back  of  the  display. 

In  this  way  displays  may  be  used  to  educate 
the  retailer  and  establish  more  intelligent  co- 
operation. Of  course  never  ask  the  unreasonable. 
Entirely  too  little  study  has  been  given  to  this 
educative  function  of  display  material. 

In  many,  many  cases  a  display  pays  for  itself 
even  before  the  dealer  receives  it,  in  that  he  sees  a 
sample  of  it  or  a  picture  of  it  at  the  time  his  order 
is  solicited,  whether  by  personal  salesman  or 
folder,  and  this  helps  to  concentrate  his  attention 
on  the  real  selling  arguments. 

The  manufacturer  who  is  investing  in  display 
material  and  not  at  the  same  time  using  that 


EDUCATE  DEALER  AND  CLERKS        175 

material  first  of  all  to  help  educate  the  prospective 
dealer,  and  to  reach  the  dealer  who  has  already 
bought,  likewise  the  clerk  back  of  the  counter,  is 
surely  blindfold  to  a  valuable  function  of  display 
material.  He  is  cheating  himself  of  an  opportu- 
nity. 


Plan  for 
Series  of 
Displays 


CHAPTER  XXVI 

CONTINUITY  IN  PLANNED  DEALER  DISPLAY 

UP  TO  this  point  practically  all  discussion 
of  dealer  display  has  been  with  respect 
to  the  single  problem  of  individual  dis- 
play— what  a  certain  display  should  be,  how  to 
get  it  used,  what  could  be  expected  of  it,  etc. 

But  there  is  still  untouched  a  vast  new  field  of 
study  in  the  power  of  continuity  in  planned  dealer 
display.  Not  one  "lucky  strike"  dealer  display 
campaign,  but  a  real  continuous  utilization  of 
dealer  display  as  a  regular  medium. 

Just  as  there  was  a  time  when  manufacturers 
bought  so-called  displays  piece  by  piece,  as  fancy 
or  emergency  dictated,  with  no  real  purpose  or 
plan  as  to  how  the  individual  "dealer  help"  would 
fit  in  and  have  an  integral  part  in  the  whole  selling 
proposition — just  so  even  now,  while  all  wide- 
awake advertisers  are  alert  to  the  importance  of 
planning  before  rather  than  after  they  have  bought 
the  display  material,  it  is  indeed  the  exception  for  a 

176 


CONTINUITY  IN  DEALER  DISPLAY      177 


manufacturer  to  work  out — carefully  in  advance- 


a  real  schedule  or  series  of  displays  which  will  give 
to  his  product  continuity  of  display  at  the  dealer's. 

Continuity  in  Advertising  is  a  principle  which 
no  man  will  dispute.  But  it  still  remains  to  apply 
this  principle  to  dealer  display  advertising. 

The  value  of  cumulative  returns  for  all  other 
forms  of  advertising  is  something  no  longer  de- 
batable. What  advertising  man  would  counte- 
nance the  old-time  ignorance  of  publicity  laws 
which  resulted  in  the  timid  advertiser  who  de- 
nounced advertising  because  he  "tried  it  once — 
it  didn't  pay." 

The  only  orthodox  view  is  reflected  in  the  oft- 
repeated  warning — "The  one-time  Ad  almost 
never  pays." 

But  with  dealer  display  it  has  paid  and  it  al- 
ways will  pay,  because  display  is  a  selling  method 
as  well  as  an  advertising  method.  This  only 
goes  to  show  that  there  are  some  things  which 
differentiate  Dealer  display  advertising  from  all 
other  mediums.  It  always  will  have  certain 
differences.  It  is  these  differences  that  require 
study  in  order  to  get  success  from  the  use  of  dis- 
play material.     And  yet  it  is  none  the  less  true 


Cumulativ* 
Value  of 
Series 


Few  Manu- 
facturers 
Awake  to 
Value  of 
Series 


178 


WINDOW  AND  STORE  DISPLAY 


that  dealer  display  advertising,  just  like  other 
forms  of  advertising,  grows  as  it  goes,  like  a  snow- 
ball rolling  up  and  accreting  to  itself  a  vast 
power  in  proportion  to  its  steady  use  and  growth. 
Continuity  in  dealer  display  practically  does 
not  exist  in  the  advertising  world  to-day,  if  you 
except  those  permanent  forms  of  dealer  reminder 
or  identification  consisting  of  painted  signs  on 
store  fronts,  permanent  window  transparents,  etc., 
which  are  necessarily  limited  to  mere  brand 
publicity,  as  distinct  from  salesmanship.  The 
value  of  this  permanent  chain-store  link  up  or 
identification,  first  made  famous  by  the  United 
Cigar  Stores  and  later  adopted  by  nationally  ad- 
vertised products  such  as  Pillsbury's  Flour,  Coco 
Cola,  Firestone  Tires,  and  many  others,  cannot  be 
questioned,  whether  considered  purely  from  its 
billboard  value  based  on  passerby  traffic,  or  the 
specific  announcing  where  the  goods  are  for  sale. 
But  naturally  there  are  limitations  as  to  the  kind 
of  products  that  could  get  such  store  identifica- 
tion, whereas  these  very  same  advertisers  have 
open  before  them  the  broad  field  of  opportunity 
of  using  time  after  time,  at  stated  selling  seasons, 
both  window  and  counter  space. 


CONTINUITY  IN  DEALER  DISPLAY      179 

Early  in  the  memorable  year  of  1920 — when  knit 
goods  was  one  of  the  first  lines  to  feel  the  tendency 
to  slackened  demand  which  made  a  debacle  of  the 
entire  famous  "Sellers'  Market" — one  of  the  leading 
manufacturer  advertisers  in  that  field  turned  to 
dealer  display  in  the  effort  to  boost  up  sales.  He 
felt  satisfied  that  if  dealers  could  be  persuaded  to 
make  a  feature  of  his  particular  brand  of  under- 
wear, displaying  it  more  than  they  had  ever  done 
before — if  there  was  some  way  to  get  them  to  con- 
tinually show  that  particular  merchandise,  putting 
it  in  the  window  for  display  again  and  again  and 
keeping  it  on  display  inside  the  store  a  large  part 
of  the  time — that  each  dealer  would  sell  far  more 
than  he  would  if  he  did  nothing  more  than  he  had 
been  accustomed  to  doing  in  other  years.  The 
question  was :  Could  this  manufacturer  get  dealers 
to  push  the  Brand  harder  than  ever  and  in  that 
way  more  than  make  up  slack  business.'*  Would 
the  dealer  be  willing  to  do  this — would  he  fall  in 
line  with  the  program  if  inaugurated.'*  Obvi- 
ously the  only  person  who  could  answer  that  ques- 
tion was  the  individual  dealer — so  a  carefully 
worded  letter  was  sent  to  a  list  of  dealers,  by  the 
manufacturer  himself,  with  absolutely  no  attempt 


Dealers 
Ready  for 
Series 


Manufac- 
turer 

Multiplied 
Trade's 
Cooperation 


180        WINDOW  AND  STORE  DISPLAY 

to  specify  the  particular  kind  of  display  or  to  "  sell " 
the  dealer  on  the  value  of  display  material.  The  re- 
plies were  obtained  by  mail  and  showed  over  67  per 
cent,  were  ready  and  willing  to  fall  in  line  with  this 
manufacturer's  program,  which  called  for  a  series 
of  three  different  and  complete  displays,  each 
consisting  of  its  own  specific  cutout  and  auxiliary 
window  material,  together  with  a  connective  dis- 
play inside  the  store  on  the  counter. 

In  other  words,  this  manufacturer  proved  to  him- 
self not  only  that  his  dealers  would  cooperate  in 
using  dealer  help  material  but  that  they  would  give 
three  times  as  much  cooperation  as  the  manufacturer 
had  ever  asked  before. 

Similarly  in  the  paint  field:  One  very  large 
manufacturer  had  just  furnished  a  new  complete 
window  display  for  his  dealers,  when  he  was  urged 
to  follow  this  up  with  a  letter  in  order  to  check 
how  many  dealers  used  the  display,  and  at  the  same 
time  to  find  out  whether  these  same  dealers  could 
utilize  more  displays  for  other  specialties  in  this 
same  family  of  products.  This  was  only  a  mail 
test  but  it  likewise  showed  that  a  lot  of  possible 
cooperation  was  being  wasted  because  it  wasn't 
asked  for: 


o 


< 

Q 


H 

H 

o 


O 

a 
z 

< 

as 
S5 

> . 

< 


180 


WINDOW  AND  STORE  DISPLAY 


^ 


Manufac- 
turer 

Multiplied 
Trade's 
Cooperation 


to  specify  the  particular  kind  of  display  or  to  "  sell " 
the  dealer  on  the  value  of  display  material.  The  re- 
plies were  obtained  by  mail  and  showed  over  67  per 
cent,  were  ready  and  willing  to  fall  in  line  with  this 
manufacturer's  program,  which  called  for  a  series 
of  three  different  and  complete  displays,  each 
consisting  of  its  o^vn  speciiSc  cutout  and  auxiliary 
window  material,  together  with  a  connective  dis- 
play inside  the  store  on  the  counter. 

In  other  words,  this  manufacturer  proved  to  him- 
self not  only  that  his  dealers  would  cooperate  in 
using  dealer  help  material  but  that  they  would  give 
three  times  as  viuch  cooperation  as  the  manufacturer 
had  ever  asked  before. 

Similarly  in  the  paint  field:  One  very  large 
manufacturer  had  just  furnished  a  new  complete 
window  display  for  his  dealers,  when  he  was  urged 
to  follow  this  up  with  a  letter  in  order  to  check 
how  many  dealers  used  the  displa3%and  at  the  same 
time  to  find  out  whether  these  same  dealers  could 
utilize  more  displays  for  other  specialties  in  this 
same  family  of  products.  This  was  only  a  mail 
test  but  it  likewise  showed  that  a  lot  of  possible 
cooperation  was  being  wasted  because  it  wasn't 
asked  for : 


CONTINUITY  IN  DEALER  DISPLAY      181 

72.2   per   cent,  of  these  dealers  wanted   more 

frequent  cooperation 
64.6  per  cent,  of   these  dealers  wanted  other 

products  worked  up  in  displays 


For  a  long,  long  time  it  has  been  the  fashion  to 
berate  the  dealer  for  lack  of  cooperation. 

For  a  long,  long  time  advertisers  have  vied  with 
each  other  as  to  who  could  tell  the  most  scandalous 
tale  of  waste  of  help  material  by  dealers.  Stories 
of  the  roaring  furnace  which  dealers  keep  fired 
with  manufacturers'  expensive  advertising  material 
are  getting  to  be  like  old  witch  tales — part  of  the 
legendary  lore  of  the  childhood  of  advertising. 

"Efficiency  higher  up"  is  a  pretty  good  rule  to 
work  by.  More  efficient  use  of  display  material 
will  come  when  advertisers  learn  to  plan  with  the 
dealer  motives  in  view — and  more  efficient  use  of 
the  untouched  and  undreamed-of  display  coopera- 
tion will  come  when  manufacturers  study  this 
question  from  the  ground  up,  from  first-hand  in- 
formation, rather  than  taking  for  granted  that 
they  cannot  get  efficient  backing  of  the  particular 
selling  campaign  by  the  individual  dealer. 

You  never  know  till  you  try — that's  certain. 


Manufac- 
turers 
Overlook 
True 
Situation 


CONTINUITY  IN  DEALER  DISPLAY      181 

72.2   per   cent,  of  these  dealers  wanted   more 

frequent  cooperation 
64.6  per  cent,  of   these  dealers  wanted  other 

products  worked  up  in  displays 

For  a  long,  long  time  it  has  been  the  fashion  to 
berate  the  dealer  for  lack  of  cooperation. 

For  a  long,  long  time  advertisers  have  vied  with 
each  other  as  to  who  could  tell  the  most  scandalous 
tale  of  waste  of  help  material  by  dealers.  Stories 
of  the  roaring  furnace  which  dealers  keep  fired 
with  manufacturers'  expensive  advertising  material 
are  getting  to  be  like  old  witch  tales — part  of  the 
legendary  lore  of  the  childhood  of  advertising. 

"Efficiency  higher  up"  is  a  pretty  good  rule  to 
work  by.  More  efficient  use  of  display  material 
will  come  when  advertisers  learn  to  plan  with  the 
dealer  motives  in  view — and  more  efficient  use  of 
the  untouched  and  undreamed-of  display  coopera- 
tion will  come  when  manufacturers  study  this 
question  from  the  ground  up,  from  first-hand  in- 
formation, rather  than  taking  for  granted  that 
they  cannot  get  efficient  backing  of  the  particular 
selling  campaign  by  the  individual  dealer. 

You  never  know  till  you  try — that's  certain. 


Manufac- 
turers 
Overlook 
True 
Situation 


Scheduled 
Plan 

Needed  for 
Displays 


Practise 
Forethought 


182        WINDOW  AND  STORE  DISPLAY 

Manufacturers  plan  their  schedules  for  other 
advertising— why  not  plan  dealer  display  a  year  in 
advance?    What  more  logical  than  to  provide  for 
connective  dealer  material  right  along  with  the 
campaign?     The  advantages  would  be  manifold, 
insuring  not  only  closer  tie-up  with  other  scheduled 
advertising  according  to  season,  but  greater  unity 
in  the  material.     Some  economies  might  even  be 
effected,  for  example,  by  planning  colors  and  sizes 
for  a  combination  run.     One  common  weakness 
would  automatically  be  overcome—the  material 
would  be  sure  to  be  ready  in  time  for  incorporating 
it  in  the  salesman's  canvas,  and  it  would  take  its 
place  as  a  definite  house  policy,  a  factor  in  the 
whole  season's  selling  plan. 

Such  a  method  of  handling  dealer  display  would 
surely  result  in  better  cooperation  all  down  the 
line— salesmen,  jobbers,  and  dealers.  The  series  of 
displays,  flashing  out  in  timed  season  at  the  dealers, 
would  tighten  the  grip  of  national  advertising  on 
each  specific  community,  making  it  far  more  pro- 
ductive. 

There  has  been  too  much  of  the  "afterthought" 
in  display  material.  What  it  needs  is  forethought, 
the  same  as  any  other  advertising.     Thinking  for 


CONTINUITY  IN  DEALER  DISPLAY      183 

the  future  compels  close  study  and  serious  analysis, 
where  thinking  pop-out-of-the-box  tends  to  half- 
baked  ideas,  impractical  constructions,  hasty  exe- 
cution, and  inefficient  distribution. 

A  few  careful  advertisers  have  led  the  way. 

But  eventually  this  truth  will  be  recognized  by 
all  advertisers,  that  there  can  be  no  scientific  man- 
agement of  dealer  display  without  thinking  con- 
nectively,  planning  not  one  but  a  series  of  displays 
over  a  period  of  time,  providing  for  continuity  at 
the  dealer's. 


IS! 


II 


Types  of 

Permanent 

Signs 


CHAPTER  XXVII 

PERMANENT  DISPLAY  AT  THE  DEALER'S 

A  DISTINCTION  was  drawn  in  the  pre- 
ceding chapter  between  continuity  in 
L  dealer  display  and  permanent  identifica- 
tion at  the  dealer's. 

Permanent  identification  includes  all  the  varied 
forms  of  advertising  signs  which  admit  of  being 
applied  directly  to  the  store  front,  with  the  in- 
tention of  remaining  there  indefinitely.  The  fol- 
lowing are  the  most  common: 

Painted  signs  across  the  top  of  dealer's  windows. 

Metal  signs  nailed  below  the  window  or  on  side 

of  building. 

Transparencies  running  across  the  top  of  the 

dealer's  window. 

Small  transparencies  applied  to  the  window  pane 

or  door  pane. 

Decalcomania  or  transfers  applied  to  the  win- 
dow or  door  pane. 


^ 


PERMANENT  DISPLAY  AT  THE  DEALER'S  185 

Enameled,  white  or  gold  letters  applied  directly 

to  window  or  door  pane. 

Mention  has  already  been  made  (page  178) 
of  the  successful  use  of  permanent  store  identi- 
fication. It  is  customary  to  give  credit  for  the 
first  systematic  use  of  this  plan  to  George  Whelan 
of  the  United  Cigar  Stores,  and  he  definitely 
demonstrated  in  a  spectacular  way  the  advertis- 
ing possibilities  of  the  store  front  by  painting  the 
name  boldly  across  the  top  of  the  window. 

The  famous  Douglas  $3  shoe  adopted  the  plan  of 
identifying  and  unifying  the  local  store  with  the 
general  publicity  by  a  similar  method  or  plan  of 
treating  the  store  front  window  pane.  There 
are  many  others  but  like  Douglas,  Atlantic 
Pacific  Tea  Co.,  United  Cigar  Stores,  etc.,  all  of 
these  concerns  distributed  their  products  through 
their  own  branch  stores.  It  remained  for  na- 
tional advertisers  to  go  this  plan  one  better  and 
apply  the  same  principle  to  the  thousands  of  stores 
where  the  advertised  products  were  on  sale. 

Coca  Cola  was  one  of  the  very  first  to  appropri- 
ate this  idea  and  adapt  it  to  its  own  requirements. 
One  of  the  dominating  principles  of  S.  C.  Dobbs, 
who  was  largely  responsible  for  the  growth  of  Coca 


Success 

in 

Use 


Coca 
Cola 


■J» 


186        WINDOW  AND  STORE  DISPLAY 

Cola,  was  to  cultivate  the  dealer  and  keep  the 
trade  mark  prominent  wherever  Coca  Cola  was 
for  sale.  He  recognized  one  great  advantage 
possessed  by  dealer  help  material— namely,  that 
it  connected  up  with  the  national  campaign  and 
quickly  brought  home  to  the  passerby  the  fact 
that  the  dealer's  store  was  the  place  where  the 
desire,  created  by  national  advertising,  could  be 
satisfied. 

At  first.  Coca  Cola  adopted  the  plan  of  painting 
the  brand  name  at  the  top  of  their  dealers'  win- 
dows. The  expense  and  slowness  of  this  method 
proved  to  be  a  decided  disadvantage  in  view  of  the 
fact  that  their  distribution  was  universal.  The 
result  was  that  a  large  number  of  their  distributors 
were  supplied  with  large  transparent  signs  run- 
ning across  the  top  of  the  dealers'  windows. 

Considerable  experimenting  was  required  to 
make  these  signs  so  they  would  fit  widely  differ- 
ent store  fronts,  but  the  problem  was  solved  by 
reason  of  careful  investigation  and  analysis  and 
the  results  have  been  highly  satisfactory.  This 
marked  the  first  departure  from  the  long  estab- 
lished small  transparent  signs,  which  were  so  popu- 
lar with  advertisers  for  many  years. 


IHLLinUrS  \ 


m.m[ 


DRUGS: 


SQDA 


ENEII@ 


CIGARS 


THE  DRY    CLEANER 


HOW   COCA  COLA    USES    THE    DEALEr's    WINDOW   FOR 

PERMANENT    DISPLAY 


PERMANENT    DISPLAY    FOR    SIMOiNDS    SAWS   ON 
H  A  R  D  W  ARE    WIN  DOW 


41' 


186        WINDOW  AND  STORE  DISPLAY 

Cola,  was  to  cultivate  the  dealer  and  keep  the 
trade  mark  prominent  wherever  Coca  Cola  was 
for  sale.  He  recognized  one  great  advantage 
possessed  by  dealer  help  material— namely,  that 
it  connected  up  with  the  national  campaign  and 
quickly  brought  home  to  the  passerby  the  fact 
that  the  dealer's  store  was  the  place  where  the 
desire,  created  by  national  advertising,  could  be 
satisfied. 

At  first.  Coca  Cola  adopted  the  plan  of  painting 
the  brand  name  at  the  top  of  their  dealers'  win- 
dows. The  expense  and  slowness  of  this  method 
proved  to  be  a  decided  disadvantage  in  view  of  the 
fact  that  their  distribution  was  universal.  The 
result  was  that  a  large  number  of  their  distributors 
were  supplied  with  large  transparent  signs  run- 
ning across  the  top  of  the  dealers'  windows. 

Considerable  experimenting  was  required  to 
make  these  signs  so  they  would  fit  widely  differ- 
ent store  fronts,  but  the  problem  was  solved  by 
reason  of  careful  investigation  and  analysis  and 
the  results  have  been  highly  satisfactory.  This 
marked  the  first  departure  from  the  long  estab- 
lished small  transparent  signs,  which  were  so  popu- 
lar with  advertisers  for  many  years. 


now    COCA  COLA    USES    THE    DEALEr's    WINDOW   FOR 

PERMANENT    DISPLAY 


PERMANENT    DISPLAY    FOR    SIMO.NDS    SAWS   ON 
HARDWARE    WINDOW 


PERMANENT  DISPLAY  AT  THE  DEALER'S  187 


] 


f 


The  space  at  the  top  of  the  dealer's  window  is 
very  valuable  space  and  it  can  be  procured  if  the 
dealer  is  properly  approached. 

One  method  of  procuring  this  most  valuable 
space  is  to  feature  the  dealer,  not  only  the  adver- 
tised product,  as  shown  on  the  plate  opposite. 

You  can  secure  very  large  dominant  space  at 
the  top  of  the  dealer's  window  for  your  product 
if  you  remember  that  the  dealer  as  well  as  the 
manufacturer  must  benefit.  This  is  most  valu- 
able space  and  it  can  be  secured  absolutely  free 
and  for  a  long  time  by  the  proper  attention  to 
planning.  Do  not  forget  that  it  is  the  dealer's 
window,  and  that  you  are  getting  most  valuable 
space,  and  the  dealer,  therefore,  must  be  consid- 
ered—it cannot  be  a  one-sided  proposition  adver- 
tising your  product  only. 

Small  transparencies  and  transfers  (decalco- 
manias)  have  proved  very  popular  with  advertis- 
ers and  dealers  alike.  These  small  signs  when 
properly  designed  have  been  well  received  by 
dealers,  and  being  very  light  and  easily  handled, 
salesmen,  when  properly  sold  and  instructed,  can 
very  frequently  put  them  on  the  window  while 
making  their  regular  rounds,  and  the  signs  remain 


Careful 

Planning 

Necessary 


Success 
of  Small 
Signs 


XJnusual 
Advantages 


Decalco- 
manias  and 
Transparent 
Signs 


188        WINDOW  AND  STORE  DISPLAY 

there  permanently.  These  signs  have  not  only 
reminder  value,  linking  up  with  other  advertising, 
but  they  have  also  a  cumulative  value  of  their  own! 
Permanent  store-front  publicity  is  without  ques- 
tion a  medium  that  insures  circulation  at  a  lesser 
cost  per  thousand  than  any  other  known  adver- 
tising medium.  Furthermore,  the  advertising  is 
done  where  the  goods  are  sold,  and  there  is  less 
opportunity  for  forgetting  because  of  the  reminder 
on  the  window. 

The  manufacturer  must  bear  in  mind  that  this 
space  is  available  and  has  been  secured  and  can 
be  secured  when  the  sales  force  is  properly  in- 
structed. If  for  any  reason  the  sales  force  is  not 
to  be  used,  or  cannot  be  used  to  place  these  signs, 
it  is  well  worth  while  to  put  on  a  special  man  or 
crew,  and  even  with  this  added  cost,  permanent 
store-front  publicity  is  a  most  economical  and 
worthwhile  investment. 

A  distinction  should  be  drawn  between  trans- 
fers (decalcomanias)  and  transparencies.  WTiile 
these  are  used  for  the  same  purpose,  the  process  of 
manufacture  and  results  are  entirely  different. 
The  decalcomania  sign  is  the  development  of  a 
process  that  was  originated  and  used  for  many 


PERMANENT  DISPLAY  AT  THE  DEALER»S  189' 

years  for  decorating  pottery,  china,  glassware, 
and  other  products.  Decalcomanias  are  made 
with  a  paper  backing  and  the  design  which  is 
lithographed  on  this  paper  backing  is  transferred 
to  the  glass  or  other  substance  and  at  the  proper 
time  the  paper  backing,  loosened  by  moisture,  is 
removed. 

If  this  is  done  carefully,  the  design,  barring 
accidents,  remains  on  the  glass,  but  is  opaque  be- 
cause it  is  backed  up  by  a  heavy  coating  of  white 
which  holds  the  various  colors  or  pigments  to- 
gether. 

The  transparencies  are  applied  to  the  window 
or  door  pane  just  as  they  come.  There  is  no  back- 
ing to  be  removed  and  when  laid  on  the  wet  glass 
they  adhere  to  it  close'y.  All  that  is  required 
is  rubbing  the  sign  in  close  contact  with  the  glass 
in  a  manner  similar  to  that  employed  in  applying 
the  transfer  or  decalcomania  sign. 

There  is  a  marked  economy  in  the  use  of  trans- 
parencies as  compared  to  decalcomania  because 
of  the  greater  ease  in  mounting  the  transparency, 
due  to  the  fact  that  there  is  no  backing  to  be 
peeled  off,  which  often,  when  done  by  amateurs, 
will  destroy  or  deface  the  transferred  design. 


190 


WINDOW  AND  STORE  DISPLAY 


Long  Life 
— Beauty — 
Utility 
of  Such 
Signs 


Returns 

on 

Investment 


Both  decalcomania  (transfers)  and  transpar- 
encies have  the  advantage  that  once  up,  they  re- 
main up  indefinitely.  A  decalcomania  sign  is 
readable  from  the  outside  of  the  glass  only,  because 
of  the  fact  that  the  sign  is  opaque,  whereas  the 
transparency  shows  from  either  side  and  as  it  is 
not  backed  up  with  a  white  coating,  permits  the 
light  to  pass  through  the  sign  day  and  night. 

There  is  no  question  as  to  the  very  important 
part  the  dealer's  own  store  front  may  be  made  to 
play  in  the  manufacturer's  plan  of  advertising. 

In  addition  to  being  the  least  costly  of  all  meth- 
ods of  linking  up  the  dealer  with  general  adver- 
tising, whatever  its  nature,  the  sign  on  the  dealer's 
window  also  has  a  definite  billboard  value.  No 
matter  what  the  type  of  s'gn,  the  dollar  spent  in 
this  kind  of  publicity  on  the  dealer's  store  front  is 
without  doubt  the  busiest  dollar  and  the  longest 
lived  dollar.  Permanent  store-front  publicity 
should  not  be  overlooked  in  any  advertising  cam- 
paign. 


o 
&^ 

a, 

< 

03 


<    W 


H 
O 


.0. 


o 

H 


►J   03 
5   ^ 


J/: 


H 
< 

H 

o 


190 


WINDOW  AND  STORE  DISPLAY 


Long  Life 
— Beauty — 
Utility 
of  Such 
Signs 


Returns 

on 

Investment 


• 


f 


Both  decalcomania  (transfers)  and  transpar- 
encies have  the  advantage  that  once  up,  they  re- 
main up  indefinitely.  A  decalcomania  sign  is 
readable  from  the  outside  of  the  glass  only,  because 
of  the  fact  that  the  sign  is  opaque,  whereas  the 
transparency  shows  from  either  side  and  as  it  is 
not  backed  up  with  a  white  coating,  permits  the 
light  to  pass  through  the  sign  day  and  night. 

There  is  no  question  as  to  the  very  important 
part  the  dealer's  own  store  front  may  be  made  to 
play  in  the  manufacturer's  plan  of  advertising. 

In  addition  to  being  the  least  costly  of  all  meth- 
ods of  linking  up  the  dealer  with  general  adver- 
tising, whatever  its  nature,  the  sign  on  the  dealer's 
window  also  has  a  definite  billboard  value.  No 
matter  what  the  type  of  s'gn,  the  dollar  spent  in 
this  kind  of  publicity  on  the  dealer's  store  front  is 
without  doubt  the  busiest  dollar  and  the  longest 
lived  dollar.  Permanent  store-front  publicity 
should  not  be  overlooked  in  any  advertising  cam- 
paign. 


o 


•X 

ON 

< 


O 


h^  'Ji 


< 

O 


V  fJ 


CHAPTER  XXVin 

DEALER  DISPLAY  AS  A  BUSI\ESS  FORCE 

UNTIL  about  twenty  years  ago,  no  at- 
tempt had  been  made  to  use  dealer  dis- 
play according  to  any  carefully  devised, 
systematic  plan. 

A  large  proportion  of  brand  advertisers  were 
using  display  material  of  one  kind  or  another,  but 
display  at  the  dealer's  had  no  integral  place  in  ad- 
vertising and  it  was  not  regarded  as  one  of  the 
recognized  mediums  for  publicity.     In  1903,  when 
Professor  Walter  Dill  Scott,  the  first  scientific 
mvestigator  of  advertising  principles  and  practice, 
fixed  the  estimate  of  $600,000,000  for  the  annual 
cost  for  advertising  in  this  country,  he  listed  all 
the  then-recognized  mediums,  but  failed  to  include 
dealer-display  material  anywhere  in  the  budget. 
These  same  figures  were  quoted  as  late  as  1911  by 
Printers'  Ink-with  no  mention  of  dealer  display 
and  in  the  same  issue  on  the  page  facing  was  this 

191 


!! 


Infancy  of 

Display 

Advertising 


Appro- 
priations 


If 


CHAPTER  XXVIII 

DEALER  DISPLAY  AS  A  BUSINESS  FORCE 

UNTIL  about  twenty  years  ago,  no  at- 
tempt had  been  made  to  use  dealer  dis- 
play according  to  any  carefully  devised, 
systematic  plan. 

A  large  proportion  of  brand  advertisers  were 
using  display  material  of  one  kind  or  another,  but 
display  at  the  dealer's  had  no  integral  j,lace  in  ad- 
vertising and  it  was  not  regarded  as  one  of  the 
recognized  mediums  for  publicity.     In  1903,  when 
Professor  Walter  Dill   Scott,   the  first   scientific 
mvestigator  of  adv  -rtising  principles  and  practice, 
fi-xed  the  estimate  of  $600,000,000  for  the  annual 
cost  for  advertising  in  this  country,  he  listed  all 
the  then-recognized  mediums,  but  failed  to  include 
dealer-display  material  anywhere  in  the  budget. 
These  same  figures  were  quoted  as  late  as  1911  by 
Printers'  Ink—mth  no  mention  of  dealer  display 
and  in  the  same  issue  on  the  page  facing  was  this 

191 


Infancy  of 

Display 

Advertising 


Appro- 
priations 


192        WINDOW  AND  STORE  DISPLAY 

excerpt  from  Thos.  A.  Bird  in  Johnson's  "Library 
of  Advertising  "  which  sounds  almost  like  prophecy : 

"This  branch  of  advertising  and  selling  is  in  its 
infancy,  so  far  as  the  national  advertiser  is  con- 
cerned. 

"Some  enterprising  manufacturers  have  seen 
the  possibilities  that  lie  in  the  show  window  and 
have  taken  advantage  cf  them.  They  have  gone 
into  the  thing  with  the  careful  preparation  and 
thoroughness  that  characterizes  the  big  advertiser 
of  to-day.  These,  however,  have  been  few — so 
few,  indeed,  that  they  can  easily  be  counted  on  the 
ten  fingers,  with  several  figures  to  spare.  Others 
have  gone  in  for  window  advertising  in  a  haphaz- 
ard, desultory  way.  But  by  far  the  greater  num- 
ber have  entirely  neglected  this  fruitful  field.  This 
will  not  always  be  so.  In  a  few  years  every  manu- 
facturer whose  goods  are  handled  by  the  depart- 
ment store  will  have  learned  the  tremendous  selling 
power  of  the  combined  show  windows  of  the  stores 
that  sell  his  goods.  He  will  make  it  easy  and  prof- 
itable for  the  merchant  to  put  his  goods  in  the 

windows. 

"The  show  window  is  a  force  that  must  be  reck- 
oned with  by  the  national  advertiser  of  the  future. 


DEALER  DISPLAY  AS  A  BUSINESS  FORCE    193 

It  has  a  "circulation"  comparing  favorably  with 
that  of  any  publication,  and  in  addition  it  has  di- 
rectness of  appeal  that  no  printed  matter  can  ever 
have." 

Up  to  1911,  then,  it  may  be  fairly  claimed  that 
dealer  display  was  not  fully  appreciated  as  a  busi- 
ness force.  The  change  in  attitude  is  strikingly 
shown  by  the  following: 

1910  Printers'  Ink  contained  1  article  on  Win- 
dow Display. 

1911  Printers'  Ink    contained    12    articles    on 
Window  Display. 

1912  Printers' Ink    contained    21    articles    on 
Window  Display. 

1913  Printers' Ink    contained    27    articles    on 
Window  Display. 

1914  Printers'  Ink  contained  42  articles  on  Win- 
dow Display. 

Since  1914  Printers'  Ink  has  had  something  of 
importance  on  dealer  display  in  nearly  every  issue. 
It  has  become  an  important  factor  with  nearly 
every  advertiser,  and  in  the  year  1920  it  was  esti- 
mated that  upward  of  $25,000,000  was  spent 
in  this  form  of  brand  advertising.  To-day  it  is 
no  longer  a  question  of  ar^juing  the  need  of  dealer 


Growth 
in 

Apprecia- 
tion 


Need 
of 

Coordination 


194        WINDOW  AND  STORE  DISPLAY 

cooperation— that  point  is  conceded.  Adver- 
tisers know  that  dealer  display  has  an  extraordi- 
nary  influence  in  any  advertising  campaign,  and 
the  question  now  is  how  can  it  be  better  coordi- 
nated with  other  mediums. 

Certain  well-known  national  mediums— -Good 
Housekeeping  Magazine,  McClure  pubHcations, 
etc.— were  the  first  to  attempt  this  coordination 
and  preach  it  to  all  advertisers,  and  their  efforts 
were  followed  by  the  newspapers  seeking  to  de- 
velop large  national  accounts. 

In  1915  the  newspapers  put  out  their  own  inde- 
pendent campaign,  known  as  the  International 
Newspaper  Window  Display  Week.  This  plan 
was  featured  in  385  important  cities  with  nearly 
500  newspapers  participating.  In  1916  they  re- 
peated their  plan  with  even  greater  success,  in 
424  cities,  with  over  600  newspapers  participat- 
ing and  soliciting  dealers  to  make  special  brand 
displays. 

The  idea  of  securing  a  large  number  of  windows 
all  over  the  country  at  the  same  time,  and  con- 
necting this  up  with  newspaper  or  other  pub- 
licity, has  proven  very  valuable. 

"National   Weeks"   such   as   "Canned   Goods 


DEALER  DISPLAY  AS  A  BUSINESS  FORCE    195 

Week,"  "Pineapple  Week,"  "Coffee  Week," 
"Hot  Point  Week,"  "Paint-up  Week,"  "Onyx 
Hosiery  Week,"  "Dress-up  Week,"  etc.,  have 
proved  successful  and  have  been  repeated  by  many 
associations  and  manufacturers. 

"Eveready  Drive,"  which  was  featured  in  the 
fall  of  1915,  was  an  adaptation  of  the  national  week 
idea.  It  was  conducted  in  connection  with  a 
sixty-day  campaign  with  the  result  that  they  se- 
cured simultaneous  showing  in  18,500  windows, 
and  1,000  dealers  made  entry  in  the  prize  contest. 

An  important  detail  of  the  "Eveready"  cam- 
paign was  featuring  the  actual  display  in  the 
window,  by  means  of  illustrations  appearing  in 
the  national  medium,  which  created  a  very  desir- 
able impression  for  the  dealer  and  connected  up 
dealer  and  "Eveready"  products  with  their 
national  advertising.  A  full  report  of  the 
"Eveready"  drive  may  be  found  in  Printers'  Ink 
for  December  16,  1915. 

All  special  week  campaigns  necessarily  must 
have  reminders  at  the  dealers,  and  these  special 
campaigns  can  be  conducted  most  economically 
and  most  effectively  by  means  of  window  and 
store-display  material,  at  a  cost  far  less  and  re- 


Special 

Week 
Campaigns 


Economy 
of  Store 
Display 
Plan 


Circulation 
Value 


Strategic 
Value 


196         WINDOW  AND  STORE  DISPLAY 

suits  far  superior  to  those  that  might  be  obtained 
by  means  of  general  publicity. 

As  a  matter  of  fact,  dealer  display  is  the  one 
form  of  publicity  that  can  b?  used  without  gen- 
eral publicity  and  without  other  media.  This  is 
by  reason  of  its  very  nature,  advertising  the  goods 
on  the  spot  where  the  goods  are  for  sale.  It  does 
not  scatter  broadcast,  as  is  unavoidable  with 
general  publicity.  It  directs  the  money  and  the 
effort  right  where  there  is  actual  distribution. 

Window  and  store-display  material  considered 
on  the  purely  circulation  basis  (i.  e.,  general  pub- 
licity) actually  costs  far  less  than  the  same  thou- 
sand circulation  would  cost  in  other  mediums,  and 
what  is  more  the  circulation  is  most  desirable 
because  it  reaches  the  right  buying  public  at  ex- 
actly the  psychological  moment  when  it  is  easy 
to  purchase  the  article  for  which  a  desire  or  want 
has  been  produced. 

Window  and  store  display  is  without  doubt  the 
most  effective  weapon  against  competing  lines 
and  substitution.  A  certain  amount  of  sales  re- 
sistance opposes  every  article  of  merchandise. 
Every  advertiser  and  manufacturer  must  over- 
come the  sales  resistance  that  he  is  sure  to  experi- 


DEALER  DISPLAY  AS  A  BUSINESS  FORCE    197 

ence  from  competing  goods— from  old  buying 
habits  of  the  public— from  attitude  of  retailers— 
from  indifference  of  clerks,  from  indifference  of 
the  jobber's  salesmen— from  indifference  of  his 
own  sales  force.  That  resistance  is  greatest  right 
at  the  point  where  sales  are  made,  and 
PROPER  DISPLAY  AT  THAT  POINT  IS 
THE  REIVIEDY. 

Display  by  its  very  nature  makes  it  easy  for  the 
customer  to  buy.  It  helps  to  overcome  previous 
buying  habits,  and  one  must  not  overlook  the  fact 
that  the  average  human  being,  making  an  aver- 
age purchase,  follows  the  line  of  least  resistance 
and  either  buys  what  he  has  purchased  before  or 
buys  according  to  the  last  suggestion  or  impression 
made  on  the  mind. 

The  attitude  of  dealers  themselves  is  something 
which  can  be  diplomatically  handled  through  the 
medium  of  proper  displays,  and  this  point  should 
not  be  overlooked  when  planning  any  kind  of  dis- 
play material.  Window  and  store-display  ma- 
terial when  properly  planned  can  be  used  to  inspire 
good-will.  It  will  overcome  dealer  and  clerk  in- 
difference, which  must  be  reckoned  with.  It  must 
never  be  forgotten  that  while  the  advertiser  adver- 


Dealer 
Must 
Be 
Considered 


198        WINDOW  AND  STORE  DISPLAY 

tises  to  make  the  sale,  the  sale  is  made  at  the  deal- 
er's and  by  the  dealer. 

A  reminder  at  the  dealer's  is  very  necessary 
and  in  fact  most  essential,  if  your  product  is  not 
to  be  forgotten. 

And  finally— Window  and  Store  Display  when 
rightly  planned  and  rightly  used  can  be  made  by 
far  the  most  productive  and  most  practical  of  all 
advertising  mediums. 


THE  END 


i    I 

i 


INDEX 


I 


I 


INDEX 


Advertising  Agencies,  shaping  of 
mediums,  5,  6. 

Advertising  expenditures,  in  pub- 
leations,  1899,  4;  in  publica- 
oTo\\^^^' ^' ^"  ^"  °»ediums, 

1903-11, 191;  in  dealer  display, 
1920,  193.  ^ 

Advertising  mediums,  a  product 
of  growth,  6,  56. 

A.  N.  A.  M.,  32,  34. 

Analysis  for  display,  113. 

Appropriations  for  display,  57 
59,  191,  193.  ^         ' 

Art,  importance  of  picture,  105 

Art  and  display,  113,  120. 

A.ito  Supply  Stores,  number  in 
^-  o.,  31;  attitude  toward  dis- 
plays, 41;  display  tests,  91. 

Bakeries,  sell  via  display,  82. 
iJakst,  art  influence  of,  127 
Barnard,  W  F.,  quoted,  107,  110. 
Big  Idea,     perception  of,  113, 
116. 

Billboards,  30,  48,  52. 

Brand  Advertising,  problems  of, 
4,  32. 

Campaign,  evolution  of  modern, 

6,  14;  plan  of  display,  19. 
Candy  Stores,  number  in  U  S 
30;  sell  via  display,  82;  display 
tests,  90,  159.  ^ 

Cardboard,  has  its  laws,  73,  152 
Cigar  Stores,  number  in  U.  S.,  30 
Circulation,  made  dependable,  6; 
danger  of  impeded,  17;  applied 
to  windows,   23,   24;   imoort- 
ance  of  kind,  27;  that  interests 


^nJ^^^'  '^^'  ^^  windows,   188, 
193,  196. 

Clark,  Professor,  quoted,  150. 

169-^  "m^"^  ^^  ^'^^^^^'  ^^' 

Code  of  DealerDisplay,  60. 

Color,  effect  of,  99,  100,  123- 
as  a  poster  factor,  125;  as  re- 
lated  to  display,  130-140. 

Commercial  Art,  121-124. 

Construction,  importance  of,  73- 
76,  145-152 

Consumer,  helped  by  identifi- 
cation, 14;  theory  of  con- 
sumer demand,  15;  needs  prod- 
ding,  18,  83,  197. 

Continuity  of  display,  176,  184 

Cooperation,  dealer's  side  of,  37- 
reasons  for  failure,  47;  corner- 
stone of,  50;  best  methods  for. 
63. 

Copy,  as  a  display  factor,  141- 
144. 

Counter,  display  on,  74,  75,  77- 

84,  86-90. 
Counter  display  stands,  148. 
Counter  display  containers,  149 

153. 

Crews,    for    distributing    dealer 
material,  33,  59,  63,  188. 

Cutouts,  novelty  of,  10;  con- 
struction and  life,  76;  small 
vs.  large,  101;  compared  with 
screen  displays,  149-152. 

Data,  needed  by  manufacturer, 

11,12,57,102,103. 
Dealer  motives,  43. 


201 


II 


202 


INDEX 


Dealer  Service  Bureau,  34. 

Decalcomania,  184,  187,  188. 

Dental  cream,  sales  test,  159; 
distinguishing  brand  argu- 
ments, 172. 

Department  Stores,  number  in 
U.  S.,  31. 

Design,  effect  of,  100,  123;  as  a 
poster  factor,  125;  copy  a 
part  of,  144. 

Display  stand,  construction  im- 
portant, 74,  75. 

Distribution,  of  display  ma- 
terial, 62-71;"  favored  by 
smaller  material,  101,  103. 

Dominate,  how  to,  49,  97,  98, 
100. 

Drug  Stores,  number  in  U.  S.,  30; 
in  small  towns,  161;  attitude 
toward  displays,  41;  display 
test,  86. 

Drygoods  stores,  in  small  towns, 
161. 

Educating  dealer,  20,  169. 
Enamel  letters,  185. 

Flavoring    extracts,    sales    test, 

159. 
Furniture    Stores,    number    in 

U.S.,  31. 

General  Publicity,  must  con- 
nect with  dealer,  17,  19,  196- 
198. 

General  Stores,  number  in  U.  S., 
30;  in  small  towns,  161. 

German  poster  art,  127. 

Giant  reproductions,  49, 

Glass,  unknown  in  ancient  shops, 
2;  influence  on  trade,  3. 

Grocery  Stores,  number  in  U.  S., 
30;  in  small  towns,  161;  atti- 
tude toward  displays,  41-82; 
small  unit  displays  placed  by 
salesmen,  59;  display  test,  88. 


Haberdasher  Stores,  number  in 

U.  S.,  31;  in  small  towns,  161*. 

display  tests,  91. 
Hangers,  9,  147. 
Hardware    Stores,    number    in 

U.  S.,  31;  in  small  towns,  162; 

attitude  toward  displays,  41. 
Hoover,  Herbert,  quoted,  19. 

Illiteracy  and  display,  2,  3. 

Imagination,  as  factor  in  selling, 
105. 

Investigation,  need  of,  12;  first 
attempt  at,  35;  should  be 
made  by  manufacturer,  52;  on 
increase  of  sales,  85;  method 
of  sales  tests,  92,  95;  of  dealer 
window  measurements,  102. 

James,  Edward,  quoted,  162. 

Japanese  art,  lesson  from,  100; 
influence  on  poster  art,  127. 

Jewelry  Stores,  number  in  U.  S., 
30;  in  small  towns,  162;  atti- 
tude toward  displays,  41. 

Jobbers,  and  display  distribu- 
tion, 33,  58. 

Lettering  in  modern  display,  143. 
Life  of  display  material,  72. 
Lukeish  on  color,  136. 

Magazine  circulation,  23,  29. 

Magazine  space,  101. 

Manufacturer's  motives  one 
sided,  102. 

Mason,  Gibbs,  quoted,  139. 

Medicine,  sales  tests,  86,  87. 

Mediums  of  Advertising,  dis- 
play of  merchandise  the  oldest, 
1;  comparisons  with  dealer 
display,  27,  29;  future  of  dis- 
play, 191. 

Metal  signs,  184. 

Middle  Ages,  signs  used  in,  2. 

Millais,  Sir  John,  121. 


•1 


INDEX 


203 


Motives,    of    dealers,    43,    44; 

of    manufacturers,    48,     102; 

which  make  sales,  106. 
Munsterberg,  quoted,  101. 

National  Advertisers,  attitude 
toward  display  in  1914,  58; 
need  of  dealer  display,  20, 192- 
198. 

National  Weeks,  194,  195. 

Nature,  lesson  from,  130,  131. 

Newspapers,  early  advertising 
in,  3;  evolution  as  a  medium, 
23;  compared  with  dealer  dis- 
play, 29;  cooperate  with  Na- 
tional Brands,  194. 

Notion  Stores,  attitude  toward 
displays,  41. 

Optical  eflPects,  98,  99. 
"Over-production"  fallacy,  19. 
Painted  Signs,  184,  186. 

Paper  window  material,  74. 

Parsons,  Prof.  Alvah,  quoted, 
134. 

Patent  Medicine  Era  of  Adver- 
tising, 8. 

Paying  for  cooperation,  63,  64. 

Periodical  space  systematized, 
56. 

Permanent  display,  184-190. 

Pictures,  stimulate  consumer's 
mind,  15;  must  be  vivid,  113, 
importance  in  display,  105- 
112;113-118,  123. 

"Pretty  Picture"  Advertising,  8. 

Pompeii,  wall  signs  of,  2. 

Poore,  Henry  R.,  quoted,  139. 

Population,  comparison,  160-161. 

Posters,  origin  of  name,  3;  in 
dealer  display,  125. 

Prestige,  importance  to  dealer, 
151. 

Printers'  Ink,  articles  on  Window 
Display,  193. 


Prize  Contests,  63,  64,  195. 
Psychology   of  domination,   98, 
100;  and  sales,  105. 

Roman  shop  signs,  2. 
Rowell,  Geo.  R.,  5. 


Salesman,  and  display  coopera 

tion,  64. 
Sales  and  mental  pictures,  15,  16 
Sales  increased  by  display,  85, 159 
Screen  panel  displays,  149. 
Selling  Act,  implies  control,  14 

shifts  to  mahufacture,  32. 
Shoe  Stores,  number  in  U.  S.,  30, 

in  small  town,   161;  attitude 

toward  displays,  41. 
Show  cards,  9,  10,  148. 
Size  as  a  display  factor,  10,  97, 

102. 

Small  towns,  importance  of,  160, 
170. 

Soup,  sales  test,  89. 

Space,  as  an  advertising  com- 
modity, 6,  24;  in  dealers'  win- 
dows estimated,  30;  handling 
for  display  diflfers,  114,  123. 

Spark  Plug,  sales  test,  159. 

Street  car  cards,  30, 146. 

Trade  Marks,  growth  of,  4,  5; 
promotion,  6. 

Transfers,  compared  with  trans- 
parencies, 188. 

Transparencies,  184. 

Turnover,  speeded  by  display,  20. 

Visibility  of  colors,  137. 

Waste,  of  waiting  cooperation, 
40,  176;  due  to  ignorance,  68; 
through  WTong  planning,  43, 48. 

Wrigley,  William,  quoted,  19. 

Young,  Prof.  Paul  Thomas, 
quoted,  133. 


Date  Due 


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